CPG Multi-Retailer Offers through Mobile Wallets
In our increasingly “heads down, phones out” society, the ability to connect with consumers on mobile is a must for CPG brands. By combining modern technology with tried-and-true marketing strategies, mobile promotions aim to do just that.
Mobile promotions are currently distributed by brands through mobile apps and specific retailer loyalty programs.
But, there is a more beneficial distribution channel for mobile promotions — the mobile wallet.
Mobile wallets, like Apple Wallet and Google Wallet, come pre-installed on nearly every smartphone and create an opportunity for 1:1 engagement with shoppers.
Traditional forms of CPG marketing, like paper coupons and offers, have proven to be an effective way for brands to acquire and retain loyal consumers. Mobile wallets enhance many aspects of this goal. One key example through mobile multi-retailer offers that can be used just like a manufacturer coupon and include a secure, single-use barcode scannable at over 40,000 store locations nationwide.
There are several benefits to mobile multi-retailer offers. For CPG brands, it creates an effective and measurable line of communication directly to consumers.
Mobile wallet multi-retailer offers enable a brand to deliver:
targeted messages directly to the consumer’s smartphone
personalized perks and promotions for loyal consumers
a paper-free, contactless, and secure redemption process
ROI tracking capabilities
offers that can be redeemed at a variety of retail locations
an on-going direct relationship with the consumer that extends beyond the transaction
So, how does a mobile wallet multi-retailer promotion actually work?
First, a consumer receives a promotional message from a particular brand. This can come from a variety of existing marketing channels like email, SMS, social, QR, and more. The consumer can tap, click, or scan it and then add the offer to their mobile wallet. Once added, the consumer can receive personalized messages from the brand (or relevant notifications based on time or location), to drive brand awareness and offer usage. At the point of purchase the cashier scans the barcode of the shopper’s mobile wallet offer and the shopper happily receives their discount.
But it doesn’t end there. . .
After an offer is used, the redemption is tracked and attributed to the individual shopper. The mobile wallet pass can then be immediately expired or updated with the next offer or message, creating a direct, ongoing channel between the brand and consumer.
Dynamic updates, personalized notifications, and potentially continuous promotions and offers make multi-retailer offers an excellent way to retain loyal consumers and encourage repeat purchases.
