NATIONAL REPORT — Convenience stores are scoring more in-store impulse purchases by hitting customers right in their back pockets, or wherever they keep their smartphone. It makes sense that on-the-go consumers respond to on-the-go incentives, and that is why forward-moving convenience stores are going mobile — with marketing technology, that is.

Last year proved to be a “blockbuster year” for the mobile offer industry, with small-format retailers (including convenience stores) out in front. Mobile offers are more popular than ever, with 104 million mobile coupon offers in the United States alone, according to Koupon Media’s third-annual State of Mobile Offers report, released this January.

Highlights of the report include:

Cross-Channel Distribution Drives Success. The number of digital channels used to deliver an offer has an exponential impact on its success. Campaigns that use as many as seven or more channels (local search engines, third-party mobile apps, proprietary mobile apps, various social media, various

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