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Unit 9: Mobile Commerce

Notes

Figure 1: Canyon Country Car Wash offers Scannable Mobile Coupons
Teens were encouraged to engage in viral marketing by sending the keyword and short
code to their friends.

Call to action
“Get your mobile coupon. Text CARWASH to 84045.”
Tactics
Canyon Country Car Wash has used viral marketing to keep the momentum going and
spread the word on car washes.
The company put up a large sign in front of the car wash so kids can see it as they are
heading home from school or work.
Canyon Country informs each customer about mobile coupons at checkout.
Results
Two out of five customers walking through the door inquire about mobile coupon.
Redemption rate is at 40 percent and increasing.
What next
Canyon County will combine other social networking tools such as Twitter and Facebook
to advertise mobile promotions.
It will develop a Web site for customers to select coupons, register and send to their
mobile phones.
Lessons learned
Canyon County had to scan customers’ phones while they are holding it, as most are not
willing to part with their phone. Teens and younger adults tend not to mind the cashier
holding their phone.
Surprise finding

Some customers are shying away from using a short code to receive mobile coupons on
their phone.
Although signs are posted, customers are verbally informed that no extra cost will be
incurred provided one has a text messaging agreement with a network carrier.
Contd....

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