Mobile retail for the mobile world

Mobile vouchers can turn a static offer into a dynamic offer. However, Chris Rolfe, CEO, Mobilitrix warns that, especially when working with the 16-25 markets, voucher systems need to be implemented smartly (this age grouping is clever, and will think of ways to fool the system, especially if they get something for free!).

A mobile voucher can be unique (it carries a unique number or code), general (ie while stocks last), or viral (passed on to friends). POS solutions for vouchers are either ‘dumb’ or ‘smart’, depending on the level of sophistication of the system (does it link to a central system, for example, which record which vouchers have been redeemed, where, for what, by whom, etc, or does it simply remove a particular voucher number from the system). The mobile voucher has advantages for clearing administration, making it far simpler and accurate, and achieving real time reporting. The data that is collecting through the use of an effective voucher system is valuable, allowing you to track the date and time of redemption, the source and time of the voucher request, the number of redemptions per vouchers, the location of the redemption, and notification of campaign expiry date.

And these vouchers are very easily integrated into advertising campaigns ATL or BTL. The important question is whether the retailers themselves are equipped to handle mobile vouchers.

Push vs pull: with the rise in privacy legislation, push messaging is slowly becoming the black sheep. Pull messaging, in the form of a text message, a WAP message, an ad banner, a USSD, or a downloadable mobile application is the way forward.

Voucher delivery must be carefully considered, according to the target audience. After all, 60 per cent of the market has a multimedia phone, but not all of them will know how to use all those features. Another important consideration is the compatibility in voucher numbers and codes, with POS systems.

Short-code options and notifications are effective, but consider your market when deciding whether to charge standard or premium rates. Marketers can use these codes to determine which platforms generate the best responses; this is achieved by using different codes on different platforms. The code that generates the most hits is the one that has the highest reach and the highest impact.

Reverse-billed options will soon be available, and this will allow consumers to interact without having to worry about the costs.