Although mobile coupons seem like a rather obvious innovation given the ubiquity of cellular phones- everyone enjoys saving money, after all- the concept has been slow to catch on. This can, at least partially, be attributed to the manner in which they work. As it stands, mobile coupons require customers to acquire a coupon code either through accessing the company’s mobile site, or by receiving a text message, which is then entered into the register upon checkout. This, in general, makes actually taking advantage of the discounts more of a hassle than many consumers are willing to deal with.
However, Target is attempting to change the way they work, by introducing hardware that allows barcodes to be scanned on any surface, meaning that mobile coupons can function in the same way traditional paper coupons do. The nationwide retail store chain has already outfitted each of its stores across the country with these new scanners, and of course, has began distributing mobile coupons with bar codes to fully take advantage of their investment.
Steve Eastman, president of Target.com, noted that the company is aware of the fact that “mobile phones are an integral part of our guests’ lives, and mobile coupons are just another way we’re providing convenient, on-the-go shopping solutions.”
The company has made a point of making the coupons accessible for its customers by allowing them to opt in though their Target.com/mobile site on the PC, m.Target.com mobile site, or by texting COUPONS to Target at 827438. Upon doing so, customers are given access to a site with a wide array of coupons for whatever products the retailer is promoting at time.
While it’s still too soon to determine the success of mobile coupons in general, Target’s efforts show that even larger retailers are aware of how society is becoming increasingly mobile. This, in a sense, serves as a microcosm of the way businesses will need to continue to adapt to lifestyles are changing as a result of technology, and what they can do to fully capitalize on the new opportunities that have been created as a consequence of it.
Written by Kenny K.