While I believe that m-commerce will someday become mainstream in the United States, I have to admit that my eyes always tend to glaze over a bit when a wireless application service provider starts to talk about how people will use their wireless device to redeem coupons. (You know the old routine, you’ll be walking by a Starbucks and suddenly your phone will tell you that you can come in and have a latte for a dollar off.) Again, that application always sounded a little more like a pain in the neck rather than a legitimate need-until yesterday.
Yesterday I was ready for an electronic coupon delivered over my wireless device. I also discovered just how seriously retailers take their coupons. At large department stores, retailers print coupons in the newspaper to entice customers into their stores. I can personally attest that this carrot system works. An extra 20 percent off any sale item quickly converts into justifiable savings (unlike 50 cents off Pledge furniture polish at the grocery store).
So yesterday I was buying three items at Lord & Taylor when the clerk quickly pointed out I only had two valid coupons. In the past, clerks have gladly scanned one coupon twice or magically pulled one out of a pocket to give me the third item on sale. It doesn’t seem to work that way any more.
No. Instead, this clerk voided my entire transaction so she could start over and ring up the two most expensive items at the extra 20 percent off. She apologetically told me the store was getting pretty tight about tracking its coupon use so there were no longer any coupons magically appearing from the clerks’ pockets.
Not having a third coupon cost me an extra $7.
An electronic coupon appearing via my mobile would have been handy.
M-coupons could aid retailers as they continue to profile their customers. But for some reason, it has been a long road to getting there. Why is it so difficult for wireless carriers, WASPS and traditional retailers to find a way to stimulate the m-commerce model?
Penthouse has figured it out (much to my disgust).
“Lots of adult businesses are looking at how to take their businesses wireless,” noted Alan Reiter, president of the Wireless Internet & Mobile Computing consulting firm. “Right now, it’s still at the early stages.”
If “adult” (and I use the term loosely because I maintain they are actually more juvenile) businesses and gambling companies are quick to see the value of wireless services, why isn’t Lord & Taylor?
And wouldn’t you rather have Lord & Taylor as your business partner?
