It would be cliché to say “mobile has changed everything,” but here we are saying it anyway. One area that continues to be a challenge for many retailers is the task of connecting the dots between an online mobile marketing campaign and an offline shopping experience.
Thankfully, the answer is simple. Online to offline attribution can be accomplished using mobile coupons. That’s because when it comes to how customers interact with and redeem coupons, mobile has changed the game in innumerable ways.
That might sound too easy, but how coupons are implemented can vary, and there are many specifics you need to be aware of to engage customers from online to offline — and effectively prove attribution at the same time.
4 ways to build a successful mobile offer campaign
Mobile coupons are the go-to tool for reaching, engaging, incentivizing, and tracking the path to purchase. But there’s no one-size-fits-all solution for what type of offers work best for any given industry. Here’s a look at the four primary ways to build a mobile offer campaign that works.
1. Offer Type
The right kind of offer can make all the difference in terms of engagement. In a study conducted by Koupon Media of over 600 campaigns, its data science team discovered that the most effective offers were those intended to be used store-wide. The second most successful were coupons to be redeemed for free items. Following that were dollar off and BOGO offers.
That’s why it’s so important that you take the time to understand customer preferences by testing different offer types based on redemption performance. Segmenting your audience into different categories based on preferences can help you to ensure the right offer is getting to the right person at the right time. Of course, if you don’t have an audience yet, you can also use mobile coupons in an exploratory way to gather information about your audience and what they want.
2. Distribution Channel
Using the correct channel also makes all the difference in terms of reaching your customers and ensuring they redeem mobile coupons in-store. All of that audience segmentation we talked about previously comes in handy here as well. With that information, you can determine what channel most often results in engagement — options include SMS, email, social media, digital ad buy, mobile web, or mobile app. Once you decide on the channel, you can then reach your audience with an incentive to redeem the offer at a nearby location. It’s completely acceptable — and even preferable — to use a mix of customer preferences to build your channel strategy.
3. Relevancy & Location
It’s not enough to blast out mobile coupons to people. You need to ensure your efforts are targeted and that they successfully make the link between the online experience and the in-store purchase. Knowing your customer is important, but knowing your customer’s location can be equally as important, too. Having an understanding of where your customers are at any given time means you can incentivize them with a relevant offer when they’re near a store.
For example, if you want to discount a type of product in Wisconsin because it is available, but you can’t discount or promote that product in Maryland, you can easily accomplish this using geo-targeting. With geo-targeting you can get even more targeted by sending out an offer to your customer base when they are within a five-mile radius of the store’s address. The hope here is to entice them to head to the store ASAP. The campaign’s duration also affects its overall success. The same study showed that, on average, a campaign that lasted between 5-10 days was ideal in terms of increased viewers and click-through rates
4. Detailed Reporting
The last — and perhaps, most important — way mobile coupons drive engagement and prove attribution is through in-depth tracking and reporting. Mobile coupons give you a unique opportunity to track everything your target customers does, including:
- Where they saw the coupon
- Where they engaged with it
- How long it took before they entered the store
- Where they downloaded the coupon from or opened it
- When they activated the offer
- The store location at which they redeemed the offer
- What offers they didn’t engage with
This information helps to further solidify the attribution between offer and store redemption.
The combination of these four factors ensures marketers can best optimize their campaigns going forward and provide better targeted — and more frequently redeemed — offers to customers.