Mobile Coupons Cutting Out Tradition

The days of clipping coupons may be over, but the days of receiving them on your mobile phone are just beginning in earnest. In a dramatic effort to rejuvenate the sluggish practice of cutting out coupons for redemption in line at a grocery store or...

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coupon_large.jpgThe days of clipping coupons may be over, but the days of receiving them on your mobile phone are just beginning in earnest.

In a dramatic effort to rejuvenate the sluggish practice of cutting out coupons for redemption in line at a grocery store or other retailer, five heavyweight package-goods manufacturers are preparing to use mobile marketing for aggressive, targeted campaigns that will give rise to scissor-less coupon redemption.

Advertising Age Magazine is reporting that Procter & Gamble, Clorox, Del Monte, General Mills and Kimberly-Clark have joined forces with retail mammoth Kroger in what has already being called the “biggest test of wireless coupons to date and perhaps even one of the most significant ventures into mobile marketing in the U.S.”

According to the report, consumers between the ages of twenty-five and thirty-four will be targeted heavily, specifically those settling into new homes, starting families, and purchasing the detergents, diapers, and other ancillary products typically purchased on a repeat basis by a new or established young family.

“Promotions still work,” said Irma Tavilian, baby-care and childcare consumer promotional marketing team leader at Kimberly-Clark. “The problem is finding where we need to talk to consumers in a relevant way. The whole industry is trying to figure out these channels.”

Roger Entner, senior VP of the communications sector at IAG Research, went one step further in his commentary on the advertising strategies of the future. “Mobile couponing is the future — hands down. Besides avoiding the fuss and muss of cutting out coupons, mobile coupons are never forgotten at home.”

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8 comments

  1. Cheap Auto Insurance News

    Mobile coupons are the wave of the future. It is more convenient and time saving than clipping a coupon. With the advent of location based services, marketers can now track the location of their customers and send them relevant mobile coupons that mean encouraging impulse purchase, instant redemption and/or gratification.

  2. Cheap Auto Insurance News

    Mobile coupons are the wave of the future. It is more convenient and time saving than clipping a coupon. With the advent of location based services, marketers can now track the location of their customers and send them relevant mobile coupons that mean encouraging impulse purchase, instant redemption and gratification.

  3. Cheap Auto Insurance News

    Mobile coupons are the future. It is more convenient and time saving than clipping a coupon. With the advent of location based services, marketers can now track the location of their customers and send them relevant mobile coupons that mean encouraging impulse purchase, instant redemption and gratification.

  4. gluca

    As Co-Founder of moQpon (www.moQpon.com), a mobile coupons platform distribution, I am really glad to hear that.
    I can only agree with this article and these comments, it’s a win-win situation.

    For a merchant:
    Can you imagine how much effective can be your coupons campaign when you can choose, at anytime, wherever you are, what kind of coupons to send, when to send them and specify a target distribution criteria.

    For users:
    Guys, don’t look only at the “forget cut and bring with you” part, think also how cool is to be able to choose what kind of offers you are looking for … and get them without doing nothing.

    Enjoy mobile coupons 😉

  5. kriti Jaising

    I fully agree that mobile coupon is the future. It is more convenient and time saving than clipping a coupon. With the advent of location based services, marketers can now track the location of their customers and send them relevant mobile coupons that mean encouraging impulse purchase, instant redempltion and gratification. For marketers it is easier to monitor the success of their mobile campaigns

  6. Robert Schwarzberg

    Mobile coupons offer other advantages especially for content publishers where context can trigger a promotion which can be part of a call to action as an incentive, rewards or just the discount one is looking ofr. Targeted marketing will take on a whole new meaning.

  7. Julie anne

    This will be an awesome leap forward, especially if we’ll be able to scan the coupons or automatically download them somehow.

    I’ve always loved the idea, but never could get in the habit of clipping and *remembering* the darn things. Even when the store handed me coupons with my receipt, it was still too much of a hassle to keep track of all that paper.

    If you’re gonna give me a discount, just give me the discount…don’t play games.

  8. victor

    Michael, the trend line in my house shows strong growth on legacy coupon cutting techniques.

    I’ve got a 2 year old so coupon clipping for diapers and stuff is a big deal + I still get 3 papers delivered; 2 during the week and 1 on Sunday.

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