Personalized Mobile Coupons: ARF Interview with Daryl Battaglia, Entrepreneur in Residence at Nielsen

Mobile is changing the face of marketing and couponing is no exception To better understand how consumers are using mobile coupons we talked to an expert on the subject Daryl Battaglia Entrepreneur in Residence at NielsenARF Who is using Mobile Coupons Daryl Battaglia Our focus has been on Consumer Packaged Goods coupons delivered through smart phones We looked at users39 demographic profile purchase behavior and prior coupon usage using a combination of retailer data panel data and customer surveysIn CPG mobile coupon users are a crosssection of shoppers and smart phone users so for the most part the demographics reflect that Shoppers are more likely to be female Smart phone users are younger and more affluent However mobile coupon users are not as young as smart phone users in general People of all ages do use mobile coupons In many cases mobile coupons are delivered through the retailer39s mobile platform Those mobile coupon users tend to be among the retailer39s most loyal customers and spend more overall As a result of this profile there are certain products they are more likely to buyTo date our research shows that mobile coupon users are primarily coupon enthusiasts They actively search for coupons and use them through a variety of sources paper and a variety of digital channels not just mobile They use some form of coupons nearly every time they shopARF Do mobile coupons make shopping more fun Can consumers become quotaddictedquot to mobile coupons Battaglia Have you seen the show quotExtreme Couponingquot on TLC It certainly seems like they39re having fun and they39re addicted But with mobile the woman who climbed into dumpsters to find coupons from old newspapers will no longer need to do thatSeparate from the people on the show there is a segment of consumers that really enjoy searching for deals and saving the most money possible Mobile is an exciting new avenue for them to search and save which is appealingMany other consumers comment that mobile coupons are a convenience that makes their lives easier They like that they can select the coupons at any time or place amp8211 in the store or ahead of time They appreciate not needing to cut or print coupons or worry about forgetting their coupons at home Once mobile coupons are available most customers that were previously searching for those same coupons online switch their usage to mobileThe next step to make coupons even more convenient is to provide a personalized set of coupons for each customer Currently you need to scan through many irrelevant coupons to find the ones that you39re interested in However the display and delivery of coupons can be changed to make it easier to find the coupons you want The capability exists to predict which coupons a customer will be interested in products they already buy and products they might buy in the future if offered a couponBrands and retailers can also offer special deals to select customers based on their purchase history These additional offers can help make a customer feel valued and appreciated even understood and they are more likely to be loyal when they feel that connectionARF Will smartphones replace scissors Battaglia Not anytime in the near future but mobile is certainly gaining traction For now mobile coupons are mainly being used by active existing coupon users It39s adding to their existing coupon usage not replacing it We have not yet reached the tipping point where mobile coupons have widespread adoption or are replacing paper couponsFor mobile coupons to grow they need to be more available Relatively few retailers have the infrastructure in place to either scan your mobile device or to allow manufacturer coupons to be downloaded directly to your loyalty card As this technology is deployed by more retailers along with delivering a compelling and personally relevant user experience more consumers will begin to try and adopt mobile couponsAlso mobile coupons are just one element of the mobile shopping experience If mobile coupons are used in combination with the ability to maintain your shopping list plan your meals view recipes earn rewards and find items on sale they will become a more integral and regular part of how consumers shopWant to hear more Daryl Battaglia will be speaking at the ARF Rethink 2012 Convention on Monday March 26 at 1115 am Register now

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Personalized Mobile Coupons: ARF Interview with Daryl Battaglia, Entrepreneur in Residence at Nielsen

Publish date

Channel

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Personalized Mobile Coupons: ARF Interview with Daryl Battaglia, Entrepreneur in Residence at Nielsen

Enjoying This Commentary? There's More to Love

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies