By Stephanie Crets
When you get to the checkout page of an online store, how often do you quickly open a new tab and Google for a last-minute coupon to add to your order? Almost always, probably. We’re always on the lookout for a good deal, even if we had intended to buy whatever was in our shopping cart already. But finding a “10 percent off” coupon right at checkout makes your shopping experience that much better – and makes you feel a little less guilty.
Measuring these kinds of coupon metrics comes pretty easily, considering everything is conducted online. But what do you do for those who still like to shop in store?
One of the go-to coupon sites is RetailMeNot.com, which allows you to take your coupons on the go with its mobile app. Do your coupon Googling (or swiping) right on your phone while you’re shopping.
RetailMeNot is aware that the majority of shopping is still done in stores, so it is taking advantage of this fact to reach a greater market and audience. It has partnered with a number of companies, such as Sephora, Hot Topic and Walgreens to bring coupons to everyone’s mobile devices. RetailMeNot even won the 2015 Webby award for “Best Shopping App,” so it must be doing something right.
The only hurdle it and its retail partners are facing is how to reach, target and draw in even more consumers. Retailers have little notion of their return on investments on mobile-based in-store marketing campaigns that are active on the RetailMeNot app, so it’s hard to tell if what they’re doing is truly working.
To target these issues, RetailMeNot has aligned with Placed, an in-store attribution insight and location analytics-focused company. Placed’s technology will help retailers measure the impact of their promotions running through the RetailMeNot platform with insights such as location and user surveys.
“This partnership signals to our retail partners that we value the importance of proving RetailMeNot’s ability to drive offline action, and we can do that through a well-known and accepted methodology conducted by Placed,” Michael Magaro, senior vice president of corporate development for RetailMeNot, said in a press release. “Retailers are realizing that their digital marketing spend generates a more significant return when they run promotions through RetailMeNot.”
According to recent studies conducted through Placed analytics, RetailMeNot is already proving its worth. It showed that the presence of coupons for a specific store in the RetailMeNot app drove an increase of physical store visits during the measured time period. For example, clothing store visits improved by 110 percent, toy stores improved by 105 percent and home good stores improved by a whopping 185 percent.
“We look forward to being a trusted option for retailers on RetailMeNot who are interested in better understanding what drivers in their marketing campaigns – especially in a mobile world – are helping them most effectively drive shoppers into their stores,” David Shim, founder and CEO of Placed, said.