Enhance In-Store Merchandising With Mobile Coupons

November 2012 Integrated Solutions For Retailers

By Gail Tanner, director of social media and mobile marketing, Frank Mayer and Associates, Inc.

Targeting the mobile shopper allows retailers to convert shoppers to buyers while they are in the store.

According to Microsoft, 20% of adult smartphone owners redeem mobile coupons, and that number is projected to increase to 30% by 2013. Recognizing that consumers have adopted the mobile phone as a prime shopping tool, it stands to reason that some of our clients are asking how to deliver a mobile coupon from an interactive kiosk or display.

The topic of mobile couponing is really part of the bigger question of how to embrace the full potential of mobile when designing in-store merchandising. The interest in mobile coupons in particular stems from the recognition that:

1. At a time when retailers are focused on combating showrooming, the immediacy of mobile couponing, combined with a product display or the content on a shopping kiosk, creates a powerful incentive to purchase while still in-store.
2. Couponing can also open a direct line of communication by serving as a gateway to ask customers to opt in for an ongoing text messaging program.