It may be the small incentives via mobile
that drive consumers to spend more at retail.
There are the big deals, like a half-off-the-price sale, that can drive a consumer to a location and cause a sale.
But there also are
small deals that, with a little customer push, can drive shoppers on site to buy more.
For example, a gas station and convenience store chain in Canada found that by sending a mobile offer of
10 cents off per gallon to customers on site, it could drive up to almost a third of motorists at its pumps into the stores.
Another chain, U.S. National Oil and Gas Inc., has been sending
mobile coupons to customers as they pull up to a store. If their Wi-Fi is on, motorists receive a mobile offer when they come within a 300-foot radius.
These offers generally involve small
incentives, like cents off on gas, but they cause customers to go into the store, where they can be sent additional offers, driving incremental sales.
As mobile commerce evolves, the
sophistication level of targeted marketing is increasing.
The power is the context and relevance of the small consumer push.
A supermarket shopper could be sent an on-the-spot coupon
based on what they just scanned.
When a shopper is looking at their shopping list or recipe on their phone, they can see which items have associated coupons, a feature recently introduced by
Coupons.com.
The point is, these are very small but highly relevant incentives for consumers based on their exact location and current activity.
Rather than a grand scheme to conceive
of ways to drive more sales, it may just take a little mobile nudge.
___________________________________
We’ll keep you updated here about the coming The MediaPost
mCommerce Summit, June 16-19, in Kohler, WI. The agenda.