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Monday, March 10, 2008

Big Mobile Coupon Test

In today's AdAge, good example of using a mobile phone based coupon repository. Being tested by several large consumer goods coupons and Kroger, using Kroger's loyalty system. The vendor is cellfire, where you can get a better idea of their method:
"Package-Goods Giants Roll Out Mobile Coupons
P&G, Clorox, Del Monte, K-C, General Mills Team With Kroger to Try to Make Promotions Relevant to Younger Consumers

SAN FRANCISCO (Adage.com) -- Five top package-goods manufacturers are using mobile phones in an effort to revive the art of coupon redemption.

Procter & Gamble, Clorox, Del Monte, General Mills and Kimberly-Clark are teaming with retail giant Kroger for what will almost certainly be the biggest test of wireless coupons to date and perhaps even one of the most significant ventures into mobile marketing in the U.S. The aim is to reach the generation between 25 and 34 who are likely to have growing families in need of baby, home-cleaning and household products, but who don't read a lot of newspapers.

"Promotions still work -- the problem is finding where we need to talk to them in a relevant way," said Irma Tavilian, baby-care and childcare consumer promotional marketing team leader at Kimberly-Clark. "The whole industry is trying to figure out these channels." Roger Entner, senior VP-communications sector at IAG Research, went so far as to predict "Mobile couponing is the future -- hands down." Besides avoiding the fuss and muss of cutting out coupons, he said, mobile coupons are never forgotten at home ... "

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