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Target Intensifies Mobile Coupon Push Via Interactive Marketing Campaign

The company is running the mobile campaign within The Weather Channel's iPhone application. Target has relied on mobile advertising in the past to drive in-store traffic, as well as mobile app and mobile site revenue.

"At Target, our goal is to engage guests in the most relevant channels, and provide them with a great experience – anytime, anywhere," said Eddie Baeb, a spokesman for Target.

"Mobile continues to play a significant role in our marketing campaigns," he said. "Given the time our guests spend on their mobile devices, we know many like to receive offers via mobile and text message."

Building upThe Target mobile ad reads "Click to text "UPUP" to 827438 (TARGET) for coupons.

When users tap on the mobile ad, they are redirected to their SMS app that already has the short code 827438 filled in.

From there, consumers have the option of texting the keyword UPUP.

If they choose to opt-in, users receive a message from Target that includes a link to its mobile site where they can learn more about the company's mobile coupons.

When consumers click on the link, they are taken to the retailer's mobile-optimized site where they can get coupons for their favorite Up & Up products, which expire on April 27.

The landing page features a mobile bar code that includes several coupons on many Up & Up products.

Consumers can show their phone at a Target in-store location to redeem them at the point-of-sale.

Past effortsTarget has been strengthening its mobile offerings for years.

Last year, Target ramped up its holiday efforts with a QR code initiative that let consumers scan the mobile bar codes featured on several products in-store and buy the items via their smartphones (see story).

The company also launched a limited-run mobile game for its Super Bowl XLVII advertising within its mobile apps and optimized site to connect with consumers through relevant content and promotions (see story).

Most recently, Target and Fast Company's new vertical Co.Labs launched a competition that enticed developers to create an innovative mobile experience for the retailer.

Developers are challenged to create either a mobile application or mobile-enabled Web design. The grand prize winner will receive $75,000 (see story).

"As part of this new up & up campaign, guests are invited to text Target to receive one-time only offers," Mr. Baeb said. "Guests who text to receive the coupons will not be opted into our SMS database.

"We do separately offer a mobile coupon program where guests opt in to receive mobile coupons approximately twice a month via text message or through Target's app," he said.

Final TakeRimma Kats is associate editor on Mobile Commerce Daily, New York

Target Debuts First Nationwide Mobile Bar Code Coupon Program

Target has launched a nationwide mobile couponing initiative that lets consumers redeem discount offers by scanning a 2D bar code at the point of sale.

The retail giant claims that this is the first program of its kind that is available across the entire United States. Target believes that mobile couponing will be a competitive advantage for its brand.

"At Target, we know that our guests are relying more and more on mobile devices, so we're providing convenient, on-the-go mobile solutions for our guests," said Leah Guimond, spokeswoman for Target, Minneapolis, MN. "Target is the first national retailer to offer a scannable mobile coupon program that allows guests to receive exclusive offers directly on their mobile phones.

"Coupons are redeemed by scanning a barcode on the phone at checkout," she said. "Mobile coupons are available to our guests right now."

Target's mobile coupons are available on any phone with a Web browser that has access to text messaging and data.

Currently, there is not a mobile application available for Target's mobile coupon program.

Consumers can opt-in to the program on their PC at http://www.Target.Com/mobile, on their phone at http://m.Target.Com or by texting the keyword COUPONS to the short code 827438 (TARGET).

After opt-in, guests receive a text message with a link to a mobile Web page that contains multiple offers, all accessible through a single bar code.

Offers are single-use and expire on the date listed. New offers are sent each month as the previous offers expire.

This is not a regional pilot—Target is rolling out mobile couponing nationwide.

"Target is the first to have the ability to scan a bar code directly from a mobile device at any store nationwide," Ms. Guimond said.

In addition to using the new mobile coupons, Target guests can access their Target Mobile GiftCards, view online assortments, check product availability and store locations, manage their Target gift registry and lists, browse the weekly ad, and receive text and email notifications of great deals, all via their mobile phones.

Mobile coupons are heating upOther retailers have tested mobile bar code coupons, although none other than Target has rolled out the initiative nationwide.

Last year J. C. Penney Co. Inc. Began letting shoppers ring up savings at the register using their mobile phones with a 2D-bar-code coupon program.

JCPenney customers at 16 Houston stores can download and carry coupons on their mobile phones that can be scanned directly from the phone's display screen at the point of sale.

The retail giant tapped Cellfire for the initiative (see story).

"Mobile coupons let retails reach their customer segments that are inclined to use permission-based, interactive channels, like mobile, versus traditional vehicles like newspapers and direct mail," said Dan Kihanya, vice president of consumer marketing at Cellfire, San Jose, CA.

"Mobile provides convenience to shoppers who can have their coupons with them when they need them—without having to remember to bring paper," he said. "Since mobile is interactive and digital, it can be targeted and more relevant.

"Finally, the location context of mobile means retailers can present offers that are most relevant when a customer is going to be or is nearby."

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