![]() ![]() 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. This directed them to the nearest restaurant where the voucher could be redeemed. 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. “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.” ![]() “If you have fun with promotional mechanics, you can leverage the full power of the mobile medium,” she says. She urges brands to think more clearly about how they match messages, media and platforms, and suggests gamification is one option. ![]() They see it as another interaction with the brand so it has to be joined up We did an offer for the 11.30am Diet Coke break, so as consumers walked past at that time they were prompted with the message ‘would you like to take a break – enjoy this offer for a Diet Coke’.”Ĭonsumers don’t think about channels or devices separately. Coupons can help deliver a contextually relevant offer at the right time and place. She says: “I think it is incumbent on marketers to ensure that the experience gets to consumers in the right way. 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.īut 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”. 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. However, going online first does not necessarily mean that consumers will not make their purchase in-store, or vice versa. 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. It is well documented that consumer journeys are changing with the impetus shifting towards digital channels, particularly for research. “They just see it as another interaction with the brand, so everything has to be joined up.” “Consumers don’t think about channels or devices separately,” says Ikea’s deputy marketing manager for the UK and Ireland Aaron Mitchell. Above: Ikea realises the importance of a seamless customer experience online and in-storeĬoupons 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. ![]()
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