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Target’s Mobile Coupon Move Interesting For What It Did Not Offer

Written by Evan Schuman
March 10th, 2010
Coming on the heels of last month's support of mobile gift cards, Target's announcement on Wednesday (March 10) that it was embracing a mobile coupon program does not seem that surprising. And it isn't. But Target's decision to have all offers delivered to all customers—and updated only once a month—is.

The power of a mobile coupon program is not just in the convenience of the always-with-you device format. It's in the customizable nature of it and the related upsell and CRM implications. Why wouldn't Target offer consumers the ability to pick and choose—from their desktop machine—from a huge selection of offers? Those choices would provide valuable targeting information on an individual shopper basis. And if Target's decision is indeed to offer one blanket list of mobile opportunities, why not use existing CRM data to target certain offers to specific customer segments? Plus, why update those offers only once a month?

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Posted in CRM, In-Store, IT Strategy/Industry, Mobile/Wireless/Contactless, Payment Systems, Premium Content
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