Reference - Mobile Marketing Case Study 3

The Starbucks Mobile Coupon successfully retains the loyal customers and raises the potential customers’ awareness, the redemption rate of this mobile marketing campaign was 60 percent.

Starbucks Mobile CouponTo attract the new customers, Starbucks distributed a postcard in universities and malls. The postcard printed with a call-for-action “warm reminder” that urged customers to text STARBUCKS and SMS to a specific number, and got a WAP link to download a barcode coupon, which could enjoy a buy-one-get-one-free discount.

To reward the loyalty of existing customers, a promotion signage was placed in Starbucks, same function as postcard, there was a call-for-action “warm reminder” that customers only need to text TWENTY to a specific number, and would receive the different discounts and prizes.

The staffs would scan the mobile barcode coupon directly from customers’ mobile phones therefore to facilitate the customers, at the same time, increase the redemption rate, the trial and sales.

(Starbucks Mobile Coupon with QR Code)


(In-store promotion signage) (Staff scanning the mobile coupon)

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-3.html