July 12, 2010 by Jessica Zorawski
It’s a common practice for folks to take their mobile phone along anytime they go shopping. A recent study conducted by InsightExpress reports that 4 out of 5 people reported using their mobile phone during shopping trips. However, who are these “people”? And what exactly is meant by “using their mobile phone while shopping”? (Many of us might be imagining a man in the milk aisle, calling his wife to ask whether she prefers 2% or skim.)
The truth is, that stereotype no longer exists. Men ages 25-34 are now looking at their phone to browse coupons that have been sent to them, and they’re doing this more than any other group of consumers. Here are percentages of men, compared to the general population, that used a mobile coupon last month, by location:
- Electronics store – 30 percent (general population 10 percent)
- Clothing store – 33 percent (general population 15 percent)
- Department store – 30 percent (general population 15 percent)
- Service location – 16 percent (general population 7 percent)
According to a recent article by Dan Butcher titled “Who is today’s mobile shopper – and why it’s not her”,10 percent of consumers made a special trip to the store after receiving a mobile coupon and for 18-34 year olds, the figure jumps to 20 percent. Since a younger generation’s actions typically predict future trends, this is likely an indicator that the acceptance of mobile coupons by the general population has already begun.
These figures show the evolution of consumer buying behavior, something that marketers need to understand in order to properly communicate with their audience.
Even in a world of constantly changing consumer behavior, a few things do remain consistent: people are always looking for a deal and shopping is still a social function. So how can you tie the knowledge of these constants into your mobile coupons?
Providing your customers with mobile coupons makes finding a bargain even easier, a conveniance they’re sure to appreciate. The social aspect of shopping may mean your customer is shopping with a group with whom they might share your coupon, stretching your brand’s reach far beyond your customer base.
The bottom line is this: if you want to convince your customers it’s time to check out your latest offerings, especially males and the younger population, send them a mobile coupon.
May 25, 2010 by Molly Anderson
A recent article for ClickZ talked about the rise in popularity of all sorts of coupons, especially those of the mobile variety. A new report from Borrell Associates says that the trend will likely continue on all mobile devices as cell phones become the premier platform for delivering customer discounts.
As stated in the article, mobile coupon spending in the U.S. is expected to rise from $90 million in 2009 to $6.53 billion in 2014, according to the 2010 U.S. Local Mobile Advertising and Promotions Forecast. This astonishing growth is likely due to phones becoming better equipped to deliver coupons and apps, and because of the proximity of cell phones to the end-user.
One important item to note from the Borrell study is that the redeemed value of mobile coupons is 24 percent higher than Internet coupons and almost half as high as paper ones, presumably because the majority of mobile coupon recipients have “opted-in”. Developing a customer list of opted-in members and reaching out to loyal customers with Opt It Mobile gives your business a great advantage against tough competition.
In the ClickZ article, Gordon Borrell, CEO of Borrell Associates, urges readers not to be enticed by fancy media-rich apps, but to instead focus on texting inexpensive coupons to loyal customers. The low cost of mobile marketing via SMS is much more likely to have a positive effect on ROI.
June 5, 2009 by Molly Anderson
If it’s your goal to reach customers faster and more effectively, mobile marketing is the most powerful tool available for the restaurant industry. With the better part of the world carrying mobile devices and sending and receiving text messages, mobile marketing deserves the top spot on your restaurant’s action plan and is a prime opportunity for you to connect with your customers like never before. Read on to discover why a text message marketing plan will work for you and how both you and your customers can reap the benefits of using the Opt It Mobile platform.
There’s no denying it, mobile marketing allows restaurant owners to reach customers with an immediacy never seen before in the marketing space. Your message is sent instantly to all customers in your loyalty program, giving them real-time knowledge of your latest promotions, events and contests. What’s more, you’re reaching out to targeted customers with their permission – they have requested your information to be sent, allowing you to speak directly to customers who are anticipating information about your business, wherever they are, via their mobile device. Getting the latest information about your restaurant to your customers in this way drives traffic through the door, boosting business before your eyes.
Consider the various applications for mobile marketing in the restaurant world allowing you to reach your audience at home or on the go, instantaneously. Utilize Opt It Mobile to provide the access into your restaurant’s loyalty program and send time-sensitive information or last minute offers for specific meals. Get real-time feedback from customers via surveys or comments. Coupons, contests and RSVP’s are easily managed with Opt It Mobile and allow this ideal two-way means of communication between owner/operators and customers to become the main method of communication. Uses of mobile marketing in the restaurant industry are limited only by your imagination.
So now you know why and how the Opt It Mobile platform can launch your restaurant’s mobile marketing campaign. But how do your customers benefit from your text message marketing efforts? Receiving text messages is a low cost and simple way for customers to stay informed about what’s going on at their favorite eateries. Not only will customers be up-to-date on the latest events and best deals, but they’ll be notified of and able to find ways to save money while continuing to eat at and enjoy the places they love – a big draw in tough economic times. With the permission-based technology that Opt It offers, your customers control what, when and how often they receive and send information about your promotions through their cell phones.
Becoming part of your restaurant’s loyalty program is very meaningful to many customers and provides a sense of belonging and membership to an elite group of patrons. This is an advantage to both the restaurant owner and customer, establishing a lasting relationship made possible by the reach of the instant and versatile mobile channel.