bernd lindemann on mobile couponing

Location-Based Mobile Couponing: A Typology and Check List

digitalmobil GmbH & Co. KG - Bayerstr. 16a - 80335 München!

‣  Kick-off in Germany in 2001 after Rabattgesetz (law governing discounts) is liberalised

Classical Marketing Instrument

‣ do on-site marketing

Coupons

Location-Based Mobile Couponing

‣  68% of consumers interested in mobile coupons ‣  56% of coupon novices interested (haven‘t used print or online coupons) ‣  issuer of mobile coupons are seen as •  innovative (63%) •  consumer oriented (43%)

Perception in Germany

Source: arcardo, lb-lab, respondi

Location-Based Mobile Couponing

‣  easy to handle •  no cutting out or printing out •  no storing and remembering

‣  always with you ‣  always up-to-date ‣  relevant •  categorised •  sorted according to distance from consumer‘s location

Advantages for Consumers

Location-Based Mobile Couponing

‣  retailers ‣  restaurants ‣  service sector ‣  brands

Candidates for Mobile Couponing Campaigns

Location-Based Mobile Couponing

‣  easy to handle ‣  cheap ‣  trackable ‣  instruments for

•  customer acquisition •  customer retention •  attracting impulse buyers

Advantages for Businesses

Location-Based Mobile Couponing

‣  SMS ‣  QR-codes plus mobile landing pages ‣  mobile advertising ‣  apps, apps, apps

Means of Transportation

Location-Based Mobile Couponing

‣  EAN-code ‣  QR-code ‣  number code ‣  just show coupon

Methods of Redemption

Location-Based Mobile Couponing

Location-Based Social Media

Location-Based Mobile Couponing

‣  Friends Offer: Check in with x friends at the same place and time ‣  Newbie Special: Available after first check in ‣  Mayor Offer: Available for the mayor ‣  Loyalty Special: Check in x times at venue to get it

Location-Based Social Media: Foursquare

Location-Based Mobile Couponing

Couponing Platforms

Location-Based Mobile Couponing

‣  Keine Technik an der Kasse nötig ‣  Reichweite derzeit: ca. 2 Millionen Nutzer ‣  Reichweitenpartnerschaften mit z.B. DailyDeal, o2 und den VZ-Netzwerken

Couponing Platforms

Location-Based Mobile Couponing

‣  Keine Technik an der Kasse nötig ‣  Reichweite derzeit: ca. 2 Millionen Nutzer ‣  Reichweitenpartnerschaften mit z.B. DailyDeal, o2 und den VZ-Netzwerken

Individual Solutions

‣  Mobile-Couponing-Modul als Teil des eigenen mobilen Auftrittes

Location-Based Mobile Couponing

Individual Solutions

‣  technological requirements at POS •  integration in electronic Point of Sale necessary? •  scanners good enough to read from smartphone displays? •  how secure does it have to be? •  how trackable does it have to be?

‣  the human factor: employees need to be aware and know what to do ‣  offers must be available! ‣  do on-site marketing

Location-Based Mobile Couponing

Check-List for Businesses

Check-in: Location-based Social Media

On-Site Marketing

‣  Strategy ‣  Concept ‣  Design ‣  Technology

•  iOS (iPhone/iPad/iPod touch) •  Android •  BlackBerry OS •  Windows Phone 7 •  mobile Browser

digitalmobil: Full Service Agency for Mobile Solutions

Portfolio

Customers

digitalmobil: Full Service Agency for Mobile Solutions

Bernd Lindemann

bernd.lindemann@digitalmobil.com +49 / (0) 89 7 41 17 - 750

www.digitalmobil.com www.twitter.com/digitalmobil