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Gaiam tests integrating mobile promo codes with checkout page

By
September 26, 2014

highfiveGaiam, Quest Bars, ClubW, Rocktape and Newton Running are among the brands leveraging a new tool that enables consumers to use mobile rewards and promotional codes more easily and to checkout more quickly.

Rather than copying and pasting a code, HighFive’s technology now carries consumers directly from a product they plan to purchase to a checkout page integrated with the promo code. Users no longer having to take a code from an email blast into a different app will save time and create ease for users, making them more likely to make a purchase.

“HighFive 2.0 works great for millennials because now once they win a mobile reward inside one of our partnered health and fitness apps, they can use that reward to buy right then and there without ever leaving the app,” said Brent Gilmore, co-founder at HighFive, Boston. “They achieve a reward for hitting a new milestone inside apps like myWOD and Nexercise and can use the reward immediately.”

Prompting a sale
For example, users accessing their Nexercise app can log workout sessions, and once they reach a certain level, they are rewarded with a 20 percent off coupon for Brooks running shoes.

HighFive was designed for brands to use to entice consumers to live healthy lifestyles through the offerings of coupons in a convenient way.

The app then prompts users to choose the destination of the code with email being an option. An icon then appears for users to go directly to the app or site to shop.

Once users see a product they want, they can add it to their cart. The page being viewed contains the embedded code. When users reach the checkout page, an option at the top right of the screen appears and allows users to copy the code.

nike2
Copying the code for transaction

Apps such as myWod and Nexercise partner with HighFive by using its software to offer rewards to its users.

HighFive was funded in part by the Nike+ Accelerator program, powered by TechStars, a start-up accelerator.

All about delivery
While mobile couponing has been established for a while, the delivery and use of these offers are just as important.

Lord & Taylor built on recent mobile innovations while dialing up the intrigue for mobile users with a new mystery coupon that does not reveal the discount amount until a shopper is inside the store.

When shoppers who have the SnipSnap application on their phone are within 500 meters of a Lord & Taylor store, they will be presented with a push notification offer to visit the nearby store to receive a mystery coupon. Customers who engage with the push notification will be able to scratch off the coupon to reveal an offer of between 15 percent and 25 percent off their purchase as well as a mobile coupon code that can be used in the store to redeem the offer (see story).

Beauty brand Julep has used SMS to build up its Mobile Insider database and entice consumers to opt-in with a 50 percent-off offer.

The company ran an email campaign to get the word out about the promotion. Once promo codes were sent via SMS, users were met with a complicated process of switching screens and typing in the code manually (see story).

Being able to use a coupon code more easily prompts a faster and more guaranteed sale.

“We all love being inspired and rewarded for our hard work,” Mr. Gilmore said. “Brands get to do both with HighFive rewards.

“They get to be part of users’ journeys by rewarding them along the way and creating a story over time. Brands like Gaiam, Quest bars, Julep, Newton running shoes, all want to be part of users quest to get better.

“Users are being rewarded by authentic brands based on what they just did in the real world.”

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York

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