Retailers target younger shoppers with mobile coupons

Retailers target younger shoppers with mobile coupons
Tags: Marketing, Multichannel Retailing
February 1, 2010

Recent tests of mobile coupon programs from J.C. Penney, Target, 7-Eleven and other retailers are attempting to reach younger shoppers where they live — on the mobile device in the palm of their hand.

Roughly 3.3 billion coupons were redeemed last year, according to a story in the Victoria Advocate, and while 89 percent of those still come from the Sunday paper, the number of electronic coupons in use continues to grow.

It's an acknowledgement that a coupon sent to a teen's cell phone is more likely to be used than one thoughtfully cut by mom and left next to his car keys.

"The millennials don't go anywhere without their cell phones," said Rita Bargerhuff, 7-Eleven's chief marketing officer. "Mobile marketing is critical for reaching younger consumers."