Retailers are increasingly turning to mobile coupons to drive traffic in stores and online.
One such company is Advance Auto Parts, which has traditionally focused its advertising dollars in print and TV.
To study the effectiveness of ads online, the company recently ran a promotion simultaneously in print and online through RetailMeNot.
The results were astounding.
The redemption rate for the mobile ads was 30%, compared to less than 1% for the print ads, according to Jag Bath, senior vice president of product at RetailMeNot.
“While they reached less people with [the mobile ads], the [return on investment] for them was great and the ability to target for them was great,” Bath said at Business Insider’s Ignition 2013 conference.
Bath said the success of the promotion for Advance Auto Parts proves that mobile ads aren’t only effective for younger, more Internet-savvy shoppers.
“It isn’t just about millennials,” he said. “Mobile offers can drive foot traffic for more traditional, established brands like Advance Auto Parts.”
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