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Millennials Respond ‘Overwhelmingly’ To Beacon-Triggered Coupons

That’s the impetus behind a collaboration between Mobiquity Technologies and The Coupons App to deliver beacon-based push promotions to consumers’ mobile phones.

Most retailers who have adopted beacon technology as an engagement tool aimed at younger, connected consumers often say they use the Bluetooth-powered devices to “enhance the in-store experience.” But when it comes to Millennials, it seems like they really just want the deals.

Citing a study by Retale that indicates that 84 percent of Millennial shoppers respond to push notifications, and that 61 percent are interested in promotion offers that can be redeemed immediately, mall-focused proximity marketing platform Mobiquity Networks has struck a partnership with The Coupons App to send marketers’ discounts over beacon messaging systems.

To those who say that the use of beacons will evolve beyond the coupon, Mobiquity Networks and The Coupons App say that by 2020, beacons will be used to distribute 1.6 billion coupons, according to Juniper Research.

The arrangement comes a few weeks after Mobiquity Networks was tapped by movie theater ad network Screenvision to install beacons in 300 theaters to complement an existing geofencing program.

Mobiquity Networks claims its growing publisher network has the potential to “influence 400 million shopping visits each month representing more than $41 billion in retail spending.” The company and The Coupons App believe that sending “timely, personalized and contextually relevant deals” to its 10 million-sized ad net audience will spur higher volumes of in-store shopping in real-time at any one of 475-plus malls nationwide that are equipped with beacons owned and managed by Mobiquity Networks.

To complement Mobiquity Networks’ audience reach, The Coupons App has already formed an extensive mobile shopping community represented by more than 100,000 retailers. Like most mobile deals platforms, its smartphone app includes “exclusive offers” and local discounts that, thanks to Mobiquity Networks, will now be sent in the form of alerts when users are within proximity of their favorite stores and restaurants where the promotions can be redeemed.

“We’ve built an incredible network footprint in exclusive retail and entertainment venues that is uniquely positioned to deliver timely and valuable location signals and contextual data to our application partners. Together, we can enrich the mall shopping experience with relevant and timely offers at the most critical moment — while the mobile user is actively shopping,” said Sean Trepeta, president of Mobiquity Networks. “The Coupons App has a large and engaged user base, which makes them a perfect addition to our publisher network. The partnership delivers on our network mission – create a more valuable user experience and deliver an effective new mobile channel for retail and brand advertisers.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.