Friday, May 31, 2013

POS/ Redeemable Coupons - "In fact, their integration is already underway and deepening with each passing day."

Mobile Marketing, Payments Destined for Mass Integration at Mealtime

Mobile Marketing Payments Destined for Mass Integration at Mealtime 300x225 Mobile Marketing, Payments Destined for Mass Integration at MealtimeFrom national chains to corner bakeries, dining establishments of all shapes and sizes are embracing mobile marketing with open arms.
Mobile marketing for restaurants has proven a very cost effective use of scarce advertising dollars. Mobile websites, SMS campaigns, scannable QR codes, and mobile coupons have all become hot commodities on the marketing menu of restaurants.
At the same time, mobile payments have become just as in-demand at restaurants, particularly as outdated cash-registers continue to go the way of the dinosaur.
Although plenty of retailers and restaurant owners are still holding out on new technologies, it’s becoming more expensive to cling to those outdated POS systems, which are now faced with compliance deadlines, difficulties protecting sensitive customer information, costly hardware failures and maintenance costs, crippling software limitations, and more.
Most importantly in all of this, however, are customer expectations. Today’s consumers express strong loyalty to businesses that provide a secure, expedient, and reliable check-out experience. Nothing is worse than lengthy lines born of a POS system failing to promptly accept a digital coupon or rejecting a perfectly valid one.
Today more than ever, restaurants and retailers need state of the art systems at the point of sale. And thanks to recent cutting-edge innovations in the POS and mobile payments arenas, upgrading to the best money can buy isn’t nearly as costly as one might expect.
With 66% of in-store transactions made with plastic today and 180 million Americans carrying credit or debit cards, it’s no wonder why retailers and merchants of all varieties are flocking to mobile swipers and leading professional grade mobile point of sale solutions.
But mobile marketing and mobile payments aren’t separate and incompatible forces within the modern dining ecosystem. In fact, their integration is already underway and deepening with each passing day. From redeeeming mobile coupons at the point of sale, to receiving discounts for paying the tab via mobile devices, customers are witnessing and enjoying the marriage of mobile payments and mobile marketing – a union that is bound to be a long and happy one.
Earlier this week, PayAnywhere – a leading provider of mobile payment solutions for the the retail and restaurant industries – published a new infographic illustrating the prevalent role mobile will continue to play at restaurants everywhere.


PAYANYWHERE1 Mobile Marketing, Payments Destined for Mass Integration at Mealtime

Tuesday, May 14, 2013

"The campaign started with a SMS trivia contest...."


How Starbucks is pushing the envelope with SMS, MMS marketing

Starbucks
Starbucks is clearly taking mobile messaging to new heights, as exemplified with a recent effort that leveraged SMS and MMS to engage and surprise customers, while also tying into its larger marketing strategy.
The coffee house chain recently sent opted-in users an SMS trivia contest offering a chance to win a prize and encouraging them to sign up to receive summer alerts. Starbucks was then able to determine the kind of device users have so it could follow up with a MMS message containing a short video and information about an in-store Happy Hour special offer.
“Starbucks planned ahead and hit me with a 1-2-3 mobile punch,” said Zach Zimmerman, account manager for mobile at ePrize, Pleasant Ridge, MI. “By teasing with a trivia question, the brand reminded subscribers they were part of the mobile program.
“This allowed them to do device recognition in order to avoid any poor user experiences,” he said. “Finally, by pointing me towards dedicated social media pages, they will be able to track click-through-rates and measure engagement from uploaded images.
“In short, they integrated their mobile program into their greater marketing strategy rather than viewing it as a separate, siloed channel. Starbucks is a real leader and demonstrates how mobile can be used not just to deliver coupons and offers, but to engage consumers in surprising and delightful ways.”
Trivia contest The campaign started with a SMS trivia contest that was sent last week, quizzing subscribers about when the merchant’s Frappucino drink was originally introduced, Mr. Zimmerman reported in a blog post on the BuiltinChicago.org Web site. He provided the screenshots of the campaign seen above and below.
Starbucks enticed opted-in users to respond by rewarding the first 100 responders with the correct answer to the trivia question with a copy of the soundtrack for the new The Great Gatsby film.
When recipients sent in their answer, they received another message telling them if they were correct or not and encouraging them to reply "READYSET" to receive summer alerts.
Recipients then received another message asking them to standby so Starbucks could recognize their phone for best media quality.
MMS drives engagement Two days later, Starbucks sent an outbound MMS blast that included an 11-second video featuring a slide show of different customers sipping their Frappucino, part of a larger social media campaign to drive hash tags and in-store purchases of the beverages. The video encouraged users to take a picture of themselves sipping a Frappucino and sharing it on a social media site.
The MMS message also informed recipients about a Happy Hour special offer that was in effect from 3 pm to 5 pm until May 12, with in-store customers able to get a Frappucino for half-off during this period.
The MMS featured shortened URLs pointing recipients to the brand's dedicated Twitter and Instagram handles @frappucino. By pointing users to dedicated social media pages, Starbucks will be able to track click-through rates and measure engagement from uploaded images.
The MMS could also be easily saved or shared, which will drive social sharing.
Surprise and delight While the campaign is clearly a winner, Starbucks could have improved the effort by directing recipients to a page on the Starbuck’s Web site to find the answer to the question, driving traffic there.
“The Starbucks mobile campaign did 3 things: incentive, personalize, and surprise,” Mr. Zimmerman said.
“Earlier in the week, a chance to win a trivia contest incentivized subscribers to take action, device recognition personalized future content, and the Friday afternoon MMS slideshow surprised consumers and sent them into the weekend with Starbucks top of mind,” he said.