Target Offers Scannable Mobile Coupons
Discount retailer Target is entering the increasingly crowded retail mobile coupon arena. Target is launching a new national mobile coupon program that allows customers to receive mobile coupons directly on their mobile phones and redeem them by scanning a barcode at checkout.
Target says it is the first national retailer to offer scannable mobile coupons directly to customers’ mobile phones for redemption in all of its stores. Department store retailer JCPenney has been piloting a similar program at select stores in the Houston, Texas area that allows customers to download and carry coupons on their mobile phones that can be scanned directly from the phone’s display screen at the register.
Customers can opt-in to the program on their PC or mobile browser or via text message. After opt-in, customers receive a text message with a link to a mobile web page that contains multiple offers, all accessible through a single barcode. Offers are single-use and expire on the date listed.
In addition to using the new mobile coupons, participating Target customers can access their mobile gift cards, view online assortments, check product availability and store locations, manage their gift registry and lists, browse weekly ad flyers, and receive text and e-mail notifications of special deals, all via their mobile phones.
Supermarkets Take Digital Coupon Lead
More than any other vertical, the supermarket vertical has enthusiastically taken advantage of the potential offered by mobile and digital coupons. Last month, telecom provider Verizon started offering a free digital supermarket coupon service for its wireless and FiOS TV customers. Customers can obtain Verizon SpendSmart digital coupons via wireless phone, TV or computer.
Verizon is capitalizing on the actions of numerous supermarket retailers. The Great Atlantic and Pacific Tea Company (A&P) is partnering with internet coupon provider Coupons.com to offer online coupon galleries on several of its banner websites. A&P’s e-commerce sites now feature coupon galleries with hundreds of dollars worth of coupons across all product categories. Customers can enter their ZIP code to obtain coupons specific to their area and print desired coupons with one click.
HyVee, Inc. is expanding the multichannel online service capabilities available on its web site. Customers are now able to shop the inventory of local stores, create shopping lists and locate coupons, among other online options.
HyVee is partnering with content/software provider Grocery Shopping Network to bring its e-commerce site and brick-and-mortar stores closer together. As mentioned above, customers can use the HyVee e-commerce site to find items at local stores and place them on a printable shopping list with store coupons before leaving home. Customers can also add items from a clickable store circular, link to manufacturer coupons, find recipes on a 64,000-recipe database, and obtain information about unadvertised in-store specials. In addition, Hy-Vee plans to add educational online cooking videos.
Other retailers in the supermarket vertical are also providing customers with multichannel service offerings. Safeway supermarket banners including Tom Thumb and Randalls also participate in the Cellfire mobile coupon network, allowing members of the two chains’ loyalty club programs to automatically download coupons on their loyalty cards.