Got others you like? Suggest them on Facebook! http://www.facebook.com/vsaucegaming ** LINKS TO GAMES ** Home Sheep Home: http://www.silvergames.com/game/hom…
Like us on Facebook FTW: http://www.facebook.com/VsauceGaming ** LINKS ** Run: http://www.kongregate.com/games/player_03/run Sky Island: http://armorgames.co…
Sony PlayStation 4 review. This Friday, the PlayStation brand enters the “next generation” once more with the PlayStation 4, and the world is significantly d…
Changing shopping habits and the growing use of vouchers on mobiles requires an omnichannel approach to promotional offers.
Above: Ikea realises the importance of a seamless customer experience online and in-store
Coupons have long been used to entice consumers and encourage exploration of new products, but as retail becomes increasingly omnichannel, brands are realising the power they have to seamlessly bridge the gap between online and offline.
“Consumers don’t think about channels or devices separately,” says Ikea’s deputy marketing manager for the UK and Ireland Aaron Mitchell. “They just see it as another interaction with the brand, so everything has to be joined up.”
It is well documented that consumer journeys are changing with the impetus shifting towards digital channels, particularly for research.
Over the past four weeks, 66 per cent of UK consumers have browsed for products online compared to 44 per cent in-store, according to an Ipsos MORI study for marketing firm HighCo MRM.
However, going online first does not necessarily mean that consumers will not make their purchase in-store, or vice versa. And considering that only 10.5 per cent of all retail sales were made online in October, according to the latest figures from the Office for National Statistics, there is a lot brands can do to join up digital and physical channels and entice consumers along the purchase journey.
One way is with mobile coupons, because although only 17 per cent of UK shoppers have downloaded a voucher to their smartphone, 87 per cent are open to the idea and would consider doing so in future, with the majority suggesting it could influence their choice of brand and encourage them to buy products they would not otherwise, finds the study.
But the message has to be relevant, says Kristin Berg, Coca-Cola’s director of shopper marketing, Europe, who suggests that in addition to looking for convenience, saving time and entertainment, mobile consumers want promotional offers to be delivered in a way that is “contextualised, personalised, immediate and seamless”.
She says: “I think it is incumbent on marketers to ensure that the experience gets to consumers in the right way. Coupons can help deliver a contextually relevant offer at the right time and place. We did an offer for the 11.30am Diet Coke break, so as consumers walked past [certain stores] at that time they were prompted with the message ‘would you like to take a break – enjoy this offer for a Diet Coke’.”
She urges brands to think more clearly about how they match messages, media and platforms, and suggests gamification is one option.
“If you have fun with promotional mechanics, you can leverage the full power of the mobile medium,” she says. “We transformed what once may have been an instant win competition to a mobile game called Pop To Win, which allowed consumers to instantly win one of five offers or free prizes.”
McDonald’s used gamification in its McSundae Melt outdoor campaign in Germany, which offered consumers a free ice-cream if they downloaded a coupon to their smartphone using a QR code. This directed them to the nearest restaurant where the voucher could be redeemed. However, it was only valid for a certain period of time, thereby encouraging consumers to act quickly, because as the ice-cream image melted, the time to redeem the offer reduced.
The use of social coupons is also on the rise, particularly among FMCG brands as they enable a more direct and personalised connection with consumers.
Dairy company Fage UK, manufacturer of the Total Greek Yoghurt brand, chose to engage with consumers through Facebook to encourage them to try its new Fruyo yoghurt range.
“Launching a new brand can often be tricky,” says Alison White, PR and social media manager at Fage UK. “Fruyo is most likely to be a substantial yoghurt ‘upgrade’ for many, therefore the objective was to get the product into as many UK consumer homes as possible. We decided that a social media coupon campaign via Facebook was the best way to reach the target audience and we wanted to use the strong presence of the Total Greek Yoghurt brand
in order to achieve this.”
The brand worked with Coupons.com to offer consumers who ‘liked’ the Total Greek Yoghurt Facebook page a printable coupon that could be used in Waitrose stores to claim a free Fruyo yoghurt worth £1.09.
During the two-week campaign, ‘likes’ on the page increased by 7 per cent and of those who printed the coupon, 27 per cent claimed their free yoghurt in-store.