Mobile Offers For Mobile Customers: Distribution of mobile coupons
AVIA is a gas and oil distribution company with a network of gas stations in Switzerland and some other European countries. Especially the gas market is a highly contested market, where differences in pennies matter when competing for clients. So every means to get a client to drive to your gas stations instead to the ones of your competirors are therefor welcome. Every means short of a shotgun, that is.
Since AVIA has also a network of shops attached to their gas stations, I proposed to get clients to drive to AVIA gas stations by offering them mobile coupons that can be converted in the gas station's shops. Nothing really complicated.
Without going into technical details, let me show you some screenshots and outline the general business case. You'll get the idea.
The shops independently publish their daily coupon offers to a central data base witch then distributes them by push into all active AVIA apps. The headquarter publishes nationwide campaigns.
The app notifies of incoming coupons through push messaging.
On opening the app it updates with the newest data set of available coupons. Expired and used coupons get deleted.
A list of all gas stations where offers are available displays. Based on the users geolocation the stations nearest to his current position are listed on top.
Selecting a gas station displays the current offer there. The coupon is pulled by hitting the green button.
Once the coupon is pulled a prompt advises to activate it on check out and show it to the cashier.
On check out the coupon is activated and a barcode appears that the cashier will scan. After a certain pre-set amount of time the coupon gets invalidated to prevent multiple use.
In adition to promote their own shops and gas stations, I advised the client to open the plattform to third parties. For example, what do Swiss people on a typical sunday morning in rural Switzerland? They drive to a gas station, get gas, buy small groceries, tobacco – and news papers.
So I came up with this example case: Offering the plattform to a sunday newspaper for promotional actions. A rabate on a sunday paper to boost reach and sales on a particular sunday. The following scheme would only differ in a small detail from the one above.
The revenue model behind this would have seen three possible models on offer:
· a commision fee for the use of the plattform only, or
· a commision fee for the use of the plattform and a fee per 1000 conversions (revenue share), or
· a fee per 1000 conversions including the use of the plattform (only revenue share)
In this case, the coupon is displayed across the app, not only in the coupon section with the genuine AVIA offers. Clicking the banner pulls the coupon.
As above, once the coupon is pulled a prompt advises to activate it on check out and show it to the cashier.
On check out the coupon is activated and a barcode appears that the cashier will scan. After a certain preset amount of time the coupon gets invalidated to prevent multiple use.