With the success of mobile coupons in Asia, Kroger Co., one of the largest retail food companies in the Unites States with 2, 2000 stores, wanted to provide its customers similar coupons and discounts with interactive mobile marketing campaigns.
Create mobile loyalty programs for Kroger customers and provide redeemable mobile coupons and discounts.
The retailer created a Kroger Plus Card for shoppers to receive large discounts from major brands and select Kroger labeled products to their mobile device. The retailer decided to test its mobile coupon program in stores located in South Eastern states, Illinois, Ohio, Louisiana and Texas. To sign up for coupons, Kroger shoppers need to go online to create and activate their account.
Kroger consumers can also text the keyword GROCERY to the campaign short code on their mobile device. Mobile subscribers then receive an SMS with a link to download the coupon application to their mobile phone and set the account link to their Kroger Plus Card account, the supermarket’s loyalty program. Every time consumers select a coupon, it is added to the card and redeemed at the time of checkout when the card is presented to the cashier. Coupons that expire before being used are automatically deleted from the card.
More than 50 % of the consumers who joined the program, redeemed at least one coupon. The conversion rate for coupons was more than 10 % with their Kroger Plus Card. Kroger expanded its mobile coupon campaign to serve 2,200 of its grocery stores around the country after a successful test of 200 stores. The retailer created a mobile subscriber database and reach out to consumers interested in receiving store updates, news, coupons and discounts anytime, anywhere.