Digital coupons are the most recent innovation in the coupon category. While print-at-home, mobile/app coupons, and load to card are leading the charge in innovation, a fourth segment is gaining momentum in coupon innovation: social coupons.
Social coupons are coupons, offers, promotions, contests, or discounts run on a social media site or other digital channel (such as a website or mobile property) that are programmatically connected to a social media platform’s back-end system, such as Facebook.
In the case of CoupSmart, its social technology connects a brand or retailer’s multi-channel coupons with Facebook. This allows brands and retailers distributing coupons across multiple channels to capture highly relevant and valuable consumer data when a consumer claims a coupon, discount, or offer in the digital ecosphere.
Here’s an example:
A toy company regularly places coupons on their mobile sites, and drives traffic to those sites from search engines and their email marketing efforts. The toy company uses CoupSmart’s technology to embed an offer or discount on a specific landing page or portfolio site.
Since CoupSmart is connected to Facebook’s API, when a customer of the toy company clicks to claim a coupon on a branded website, the following happens:
The CoupSmart social application asks the consumer to grant it permission to access their profile. The consumer clicks yes, granting permission 92% of the time, and then claims the coupon/offer to print off or email to themselves.
This matters because, during this process, the toy company captures the customer’s most important demographic and psychographic data from their social profile.
Through CoupSmart, the brand or retailer acquires the social profile data of all consumers that claim one of their coupons/offers across multiple channels (Facebook, web, mobile, and email). Seventeen key demographic and psychographic data points are captured, including: email address, age, gender, location, relationship status, and likes and interests.
What are the benefits of this data?
The two most obvious and immediate benefits (in addition to driving sales) for the brand or retailer are the ability to use the data for (1) email remarketing campaigns and analyzing it for (2) deeper consumer insights.
Since email addresses are captured, brands/retailers can configure email remarketing campaigns based on each customer’s behavior: like campaign activity, likes and interests, or demographic data.
The second benefit opens the door for more robust consumer insights –since the large bucket of data captured by the CoupSmart system is passed on to the brand or retailer, it is available for the brand or retailer to analyze patterns and behaviors among their social customer base.
Are you interested in learning more about CoupSmart? Request a demo of the platform.