Indian global consulting and IT services provider, Mahindra Satyam, has launched a mobile couponing platform, designed to let retailers deliver multiple, targeted marketing campaigns and give customers access to coupon offers and information, on-the-go, via their mobile phones.
According to the company, the mobile couponing platform enables retailers to better understand their customers, and to drive product purchases through tailored offers that can be redeemed against products in selected stores.
The solution works by sending customers a Unique Identification Number (UID) and loyalty ID via text message/barcode message, enabling them to use their mobile phone to access the couponing application, and select coupon preferences that can then be used in specific retail outlets. Offers can be scanned directly from the mobile handset, allowing customers to redeem coupons on purchased items. The platform also allows users to set their preferences and monitor the amount they have saved over a period of time.
Ashish Bhuwania, head of retail and consumer sector for Mahindra Satyam, said: “Mahindra Satyam has responded to a gap in the market by enabling retailers to offer personalised marketing campaigns. Our vision is to provide retailers with a real-time and plastic-free loyalty programme that can deliver coupons based on customer preferences. For retailers, this is preferential to traditional methods of coupon marketing, as it allows marketers to target consumers with greater accuracy with a much greater redemption rate of 40% vis-a-vis 2-3 % in traditional loyalty programmes.
“Couponing can be delivered in a timely and direct manner and the data captured enables retailers to determine the success and ROI of the campaign. Distribution is also more efficient and cost effective with a reduction in printing as coupons are delivered directly to customer handsets,” he said.
Mahindra Satyam said that by micro-managing inventory levels, traffic management at stores, and users’ shopping behavior, retailers can measure the effectiveness of their marketing campaigns, delivering non-intrusive offers to relevant customers. Critically, the solution allows retailers to track and store data and information relating to coupons that have been redeemed by customers to help refine and address future campaigns more effectively, it said.
The mobile couponing platform has been created by Mahindra Satyam’s enterprise mobility practice, for mobile application development, migration and testing and can be used as an add-on to multi-channel marketing initiatives.