microsoft tag and couponing

7/29/2019 Microsoft Tag and Couponing

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1PublishedDecember2011

MicrosoftTagforCouponing

Usingmobileelementstocreatedynamiccouponingcampaigns


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Disclaimer

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Youmaymodifythisdocumentforyourinternal,referencepurposes.

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groupofcompanies.Allothertrademarksarethepropertyoftheirrespectiveowners.

Contents

Introduction 3

ImproveCouponingwithMicrosoftTag 4

UsingMicrosoftTagtoRunDynamicCouponingCampaigns 5

ThreeMicrosoftTag-BasedRedemptionScenarios 7

MobileRedemption 7

AutomaticRedemption 8

PrintRedemption 9

TwoMethodsofCustomerIdentificationUsingMicrosoftTag 10

UsingtheMicrosoftTagDeviceID 10

RequestingPersonallyIdentifiableInformation 11

SomeAdditionalBenefitsofUsingMicrosoftTaginCouponingCampaigns 12

MakeYourCouponingCampaignsMoreDynamicwithMicrosoftTag 13


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IntroductionWereusedtofindingcouponsonlineandinnewspapers,freestanding

inserts(FSIs),directmail,andemail.Now,mobilecouponingcoupons

distributedandredeemedonmobiledevicessuchassmartphones

representasignificantopportunity.

Notingthegrowingappealofmobilecouponingforretailers,arecent

analystreportobservedthat,Muchimprovedredemptionrates

withmobilecouponscomparedtopapercouponsareattractiveto

merchants.Thecaseformobilecouponingisgrowingincreasingly

stronger.AccordingtoeMarketer,includingmobileelementswithin

couponingcampaignscanhelpmarketersforgestrongerbondswith

shoppersandcreateongoinginteractionswithbrandloyalists.1

Marketdriversformobilecouponingincludeuserdemand,increasing

useofsmartphones,thegreenmovement,andincreasedredemption

rates.Thebenefitsincludecostsavingsfororganizationsrelatedto

printinganddistributionreducedprintinganddistributioncosts,

superiorsecurity,andtheconveniencethatcomeswithmobiledeliveryandredemption.2

1CPGMobileCouponing,eMarketer,November2009.

2MobileMarketing&RetailStrategies:Advertising,Coupons&SmartPosters2009-2014,Juniper


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ImproveCouponingwithMicrosoftTag

TheMicrosoftTagsolutioncanmakeiteasierforpeopletoaccessandenjoymobilecontentanywhere,anytime.Thetechnologytransformsanythinginthereal

worldintoalivelinktomobilemedia,suchaswebcontent,videos,music,reviews,

maps,socialnetworks,promotions,andmore.

WithTag,contentpublishersandmarketerscaninteractwithandengageconsumers

inmeaningfulandcreativeways.WhenaconsumerscansyourTagbarcode,the

cameraontheirsmartphonereadstheTagandlinksthemtowhateverdigital

experienceyouvedesigned.

WithTaganalytics,youcanmeasuretheeffectivenessofcampaignsadjustyour

digitalcontenttomaximizethereturnonyourmarketinginvestment.

Anend-to-endsolution,theMicrosoftTagsystemincludesthefollowing

components:

Multiplerecognitiontechnologiesthatyoucanputonjustaboutanything,

including:

- Colorful2DbarcodescalledTagbarcodes

- QRCodes,anotherwidelyused2Dbarcodeformat,whichcannowbecreatedintheMicrosoftTagManagerandscannedbytheMicrosoft

Tagapp.QRCodescreatedinTagManageroffermuchofthesame

functionalityofMicrosoftTags,althoughttheycannotbevisuallycus-

tomizedthewayTagscan.LearnMore.

- NFCtouchpoints,usinganemergingrecognitiontechnologytodeliver

datatosmartphonesusingsensorsratherthanscanning.NFCURLs

cannowbecreatedintheMicrosoftTagManagerandtappedwith

theMicrosoftTagapp.LearnMore.

TheTagManagerwebsite,whereyoucancreateanyofTagsrecognition

technologiesandusereportingandanalyticscapabilitiesthatenableyou

tomonitorandimprovetheeffectivenessofyourTagcampaigns.

ThefreeTagapp,thesoftwarethatcanbedownloadedtoInternet-capable

smartphonesthathavecameras,runningplatformsincludingWindows

Phone7and7.5,iPhone,Android,WindowsMobile,BlackBerry,Symbian,

andJ2ME.


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USINGMICROSOFTTAGTORUNDYNAMIC

COUPONINGCAMPAIGNSTraditionally,promotionsarestaticonepromotionforeveryone.MicrosoftTagadds

adynamicaspect.Unliketraditionalprintedcoupons,youcanstorethetermsand

otherdetailsofyourpromotionontheservertowhichaTagbarcode,QRCode,

orNFCURLlinkswhenscanned.Becauseitseasytogeneratedifferentreports

online,youcanmanageandmaneuverMicrosoftTagcouponingcampaignsmore

effectively.Formoreinformation,seetheMicrosoftTag ImplementationGuide.

MicrosoftTagtechnologyhelpsyouanalyzeconsumeractionsandchangethedigital

elementsofapromotionquicklywithouthavingtochangeanyTagbarcodes,QR

Codes,NFCtouchpoints,orprintmaterialsalreadyincirculation.Thismightalsohelp

advertiserstoreducesomecostsrelatedtoprintinganddistribution.

YoucaneasilycreateandmanageTagsrecognitiontechnologiesonline,and

generatereportstotrackthescanratesforeachitem.Formoreinformation,seethe

MicrosoftTagImplementationGuide.

MicrosoftTagoffersaninnovativewayfororganizationsandbusinessestoincrease

customerloyaltyandencouragerepeatbusiness.NowtheuniqueMicrosoftTag

technologycanprovidemoredynamicandinteractiveopportunitiesforbusinessestobothinitiatecontactandstayintouchwiththeircustomers.

Thisdocumentispartofaseriesofresourceguidesthatsupplementtheinformation

availableontheMicrosoftTagwebsite.Thisguidedescribespossiblescenariosfor

implementingMicrosoftTagtechnologybyusingcoupons,includinginformation

tohelpyouprovideahigh-qualityuserexperience.Byreadingthisdocument

developersanddesignersofmobilewebcontent,marketingagencies,andother

mobilemediaproviderscanengagethebroadbaseofsmartphoneusersinoriginal

andinnovativeways.Itwillbeupdatedandexpandedasthetechnologyevolves.

TheillustrationsinthisandotherMicrosoftTagresourceguidesuseTagstohelpyou

understandsomeofwhatyoucandowiththisexcitingnewtechnology.Toviewthe

examplesinaction,visithttp://gettag.mobionyourmobilephone,downloadthe

freeMicrosoftTagapp,andthenscantheenlargedTagbarcodesorQRCodesthat

accompanytheillustrationsinthisdocument.


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BecausetheinformationassociatedwitheachTagbarcode,QRCode,andNFCURL

canbechangedatanytime,Tag-basedcouponingcampaignsenablecapabilities

suchastimelyupdating,A/Btesting,changeablepromotions,andvariablepromo-tioncodes,allofwhichcanbealteredasneededwithoutchangingprintedcampaign

elements.Forexample,youcoulddynamicallychangeTag-basedcoupondatatodo

anyofthefollowing:

Informconsumersthatthestockforaparticularitemisexhausted

ProvidealistoftheremaininglocationswheretheproductisstillavailableorrefinethelisttostoresnearesttotheirZIPcode

Deliveraraincheckfortheitem

Offeracouponforacomparablewebsite

Youcanalsohonepromotionsbasedongeographicalinformation,suchaswhere

promotionsarebeingredeemedthefastest,orareaswherecertainoffersaremore

orlesssuccessful.Formoreinformation,seeHeatMapsontheTagwebsite.

MicrosoftTagprovidessomenewandinterestingwaysforconsumerstoredeem

yourcoupons,extendingthereachandhelpingtoensuretherelevanceofyour

promotions.

UseTagsandrelatedreportingandanalyticstoolstodynamicallyevaluateandupdatepromotionaloffers.


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MOBILEREDEMPTION

Mobileredemptionisthemostdirectwayforconsumerstoredeemyourcoupons.

Theyjustdisplayyourcouponontheirmobilephoneatthepointofsale(POS).

AQRCodeonashelftalkercouldeasilylinkshopperstodigitalcoupons,whichtheywouldredeemjustbyshowingtheirmobilephoneatthecheckout.

Therearethreemajorwaystopresentcouponstocustomers.

Shelf talkers:Forexample,anelectronicsretailermightincludeaTagbarcodeorQRCodeonashelftalker.Thecalltoactioncouldbe:Scanthis

Tagtogetaspecialpromotionaloffer.TheTagcouldtakeshopperstoa

mobilelandingpage,wheretheylearnmoreaboutthecoupon,andfindout

howtoredeemit.Withmobileredemption,shopperswouldbeadvisedto

showthemobilecouponatthePOS.

THREEMICROSOFTTAG-BASEDREDEMPTION

SCENARIOS

Therearethreemethodsbywhichconsumerscanreceivecouponsandthreewaysto

redeemthem.Eachscenarioisdescribedinmoredetailinthissection.

Mobile redemption:Scanthecouponfromyourphoneatthecheckoutstand.

Automatic redemption:AssociatepromotionsspecificconsumersthroughanITsystemonthebackend.

Print redemption: Createacouponthatcanberedeemedbyanymerchantusingthisapproach.


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Promotion codes:Ifyouowntheproductandthestore,youcouldplacethe

Tagbarcodeforthecouponinanewspaperormagazine.Whenscanned,the

Tagcouldlinkconsumerstoamobilewebpagethatdisplaysapromotional

codetheconsumercouldsave.Later,theycouldredeemtheircouponina

store,online,orevenaspartofacatalog-basedsalestransaction.

Youcouldalsolinkconsumerstoawebsite,whereyouaskfortheirphonenumbers,thenuseSMStodeliverthecouponcode.Thebeautyofthis

methodisthatalthoughtheprintmediaassociatedwithyour

campaignisstatic,becauseboththepromotionandthepromotionalcode

aredeliveredonthemobilewebpage,youcanupdateeitheroneatanytime.

Note:IncorporatingSMSintoaTag-basedcampaignisalsohelpfulwhena

wirelessconnectionisweakorunavailableatthepointofsale,becausethe

codeisalreadyinthesmartphoneshistory.

Remember,whenusingmobileredemption,marketersneedtoprovide:

Barcodes:Finally,themobileredemptionmethodcanbecompletedbyscanningabarcodedirectlyfromasmartphone.Somecashregisterscanners

canworkwithmobilephonedevicecouponsbyusingaspecialkindof

barcodeinsteadofaTagbarcodeorQRCode.

Ifyourretailerusesthecorrectkindofscanningequipment,consumerscan

scanaTagbarcodeinyouradorsignage,andthenshowthecouponon

theirmobilephoneduringcheckout.Retailerscouldthenscanthecoupons

barcode(notaTag)directlyfromconsumerssmartphones.

Amobilewebsitelandingpagethatcontainsthepromotion.

Alogicaltitleforthepage,soconsumersknowtheyvereachedthecorrectsi te.

Anintuitivemethodforconsumerstosavetheoffertotheirsmartphonesand

nditlaterwhentheywanttoredeemit.

AUTOMATICREDEMPTION

Thismethodworksextremelywellforpromotionsthatcanbeassociatedwithspecific

consumerswhocanidentifythemselvesduringcheckoutandredeemtheircoupon.

Thismethodnotonlygivesyoumorecontroloverwhoreceivesyouroffers,butit

alsobenefitsconsumersbecausetheydonthavetosaveorfindyourofferlateron

theirsmartphones.


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ForinformationaboutwaystointegrateTagrecognitiontechnologiesintoexisting

loyaltyprogramsorincorporateautomaticredemptionwithoutaloyaltyprogram,

seeTwoMethodsofIdentificationUsingMicrosoftTaglaterinthisdocument.

PRINTREDEMPTION

Whenyoujustneedacouponthatcanberedeemedbyanymerchant,youcanuse

aprint-basedapproachforredemption.Oneofthesimplestwaystoincorporate

MicrosoftTagtechnologyintocouponingistocreateTagbarcodes,QRCodes,or

NFCtouchpointsthat,whenscanned,requesttheconsumersemailaddresssothat

youcandeliveracouponbyemail.Consumerscanthenprintthecoupontoredeem

itduringcheckout.

MicrosoftTagprovidesaccesstotwodatafeaturesthatidentifycustomers:theMi-

crosoftTagDeviceID,whichidentifiesthemobilephone,andthecustomersperson-

allyidentifiableinformation(PII),whichcustomerscandecidetoshare.Dependingon

thekindofcouponingcampaign,youcanconfigureTagsrecognitiontechnologiesto

collectone,all,ornoneofthistypeofcustomerinformation.

ThePIIneededforanemailedcouponcampaigncanbecollectedbyusingentry

Loyalty programs:Forexample,loyaltyprogrammembersscanaTag

barcodetoaddamanufacturer scoupondirectlytotheirloyaltyor

membershipcardaccounts.AtthePOS,thepromotionalitemisscanned,

thecustomersloyaltyIDentered,andconsumersredeemtheircoupons.

Theprocessofredeemingthestoredcouponscouldbemanagedbehindthe

scenesbytheloyaltysystem.

Phone numbers:Promotionscanbeassociatedwithconsumersbyaphone

number.WhenconsumersscanyourTagbarcodeandlinktoyourmobile

landingpage,youwouldaskthemtoentertheirphonenumbersinthe

fieldyouprovide.Laterwhethertheyareatthecheckout,onthephone,

oronlineconsumerscouldprovidetheirphonenumbertoredeemyour

promotion.

Dual Tags:OrconsumerscouldscantheprintedTagbarcodeorQRCode

linkingthemtothemobilelandingpage,andstoretheoffertotheirhistory.

Atthecheckout,theycouldscanasecondTagbarcodeorQRCodetolink

theirsmartphonewithyourbehind-the-scenessystem,whichwouldassociate

theiractionswiththestoredoffer,andapplytheoffertothepurchase.

Therearemanywaystouseautomaticredemption,including:


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forms.TocollectPII,youcancreateTagbarcodesorotherrecognitiontechnologies

that,whenscanned,directtheconsumersmobilephonesbrowsertoawebpage,

wheretheparticipantcanentertherequestedinformationintoaform,sothatitcan

bestoredinadatabaseforlateruse.Formoreinformation,seeTwoMethodsof

IdentificationUsingMicrosoftTagbelow.

LinkingtoonlineformsbyusingMicrosoftTagcanhelpyoucollectconsumerinputfordifferentusesinadditiontocouponing.Forexample,thetargetwebpagecanbe

designedtocollectconsumersfullcontactinformationoremailaddressesorphone

numbers.

TWOMETHODSOFCUSTOMERIDENTIFICATION

USINGMICROSOFTTAG

WhenyouuseTagsrecognitiontechnologiesinmarketingactivities,someinitialdesigndecisionsincludewhether,how,andwhencustomerswillbeuniquely

identified.MicrosoftTagprovidesaccesstotwodatafeaturesthatidentifycustomers:

theMicrosoftTagDeviceID,whichidentifiesthemobilephone,andthecustomers

personallyidentifiableinformation(PII).Dependingonthetypeofcontest,youcan

configureTagbarcodes,QRCodes,andNFCtouchpointstocollectboth,one,or

noneofthisinformation.

NotethatQRCodesorNFCtouchpointsscannedusingthird-partyappswillnot

returnDeviceIDinformation.

USINGTHEMICROSOFTTAGDEVICEID

TheMicrosoftTagapp,thefreescannerapplicationthatworkswithsmartphones

withcameras,canincludeauniquelyencodedDeviceID.ThisIDcanbeincludedin

thedatastreamwhenaTagbarcodeisconvertedtoaURL.Therefore,marketerscan

identifythespecificsmartphonesthatareparticipatinginspecificpromotions.

Note: EachencodedDeviceIDisspecifictoeachmobilephoneandtotheTagcreatorsaccount.ThereisnouniqueDeviceIDthatremainsconstantacrossseparate

Tagcreatoraccounts.Thisdesignconsiderationhelpsensureconsumerprivacy

betweendifferentbusinessesandorganizationsthatuseMicrosoftTagtechnology.

Hereisamoredetailedexampleofhowalargesupermarketchainmightintegrate

MicrosoftTagintoitsexistingcustomerloyaltyprogram.

Bydesign,MicrosoftTagassignsauniqueidentifier,DeviceID,foreachsmartphone.


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TheIDcanbereadwhenamobilephonescansaTagbarcodeandlinkstoaweb

page.

TheTagbarcodemustbecreatedtocollectthisinformationbyformingtheURL

associatedwiththeTagasshowninthefollowingexample:

http://www.my-grocer.com/coupon_4158.aspx?device={!Deviceid}

ThiswouldbereplacedduringtheTagscanwiththefollowing:

http://www.my-grocer.com/coupon_4158.aspx?device=AUniqueEncodedDevic

eID

ThiskindofURLcanbecreatedtocollecttheDeviceIDwhentheTagisscanned,

andthenlookuptheDeviceIDinaparticularloyaltyprogramsback-enddatabase.

Ifnoexistingrecordofthemobilephoneisfound,themobilewebbrowserwill

prompttheparticipantfortheloyaltyprogrammembershipnumberforthisfirstuse,

andthencreatearelationshipbetweentheparticipantsloyaltyprogramaccount

numberandtheDeviceIDintheloyaltyprogramsdatabase.

Subsequently,foreachcouponTagbarcodethatthecustomerscans,theURLwill

lookuptheDeviceID,finditinthedatabase,andupdatetheparticipantsaccount

byusingthenewcouponinformation.Duringcheckout,afinalscancanthenbe

associatedwithacashregister-specificTagbarcodethathasbeenintegratedwiththe

retailersexistingloyaltyprogramback-endsystems.Thiswilleliminatetheneedfor

theuserorcashiertoenterthecustomer sloyaltyprogramorphonenumber.

REQUESTINGPERSONALLYIDENTIFIABLE

INFORMATION

UseentryformstocollectPIIforyourTag-basedcouponingcampaigns.Tocollect

PII,youcancreateTagbarcodesthat,whenscanned,directtheconsumer smobile

webbrowsertoamobilewebpage,wheretheconsumercanenteradditional

information.


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Theentryformformatisextremelyusefulwhenyouwanttocollectuserinput,suchascontactinformation.

Whenyouusetheentryformformat,thetargetwebpagecanbedesignedtocollect

theconsumersfullcontactinformationoranemailaddressortelephonenumber.

Important:AlwaysmakesurethatyouprotectconsumersPIIaccordingtoyour

privacystandards.

SOMEADDITIONALBENEFITSOFUSINGMICROSOFT

TAGINCOUPONINGCAMPAIGNS

MicrosoftTagcanbeamoreconvenient,organized,andevenentertainingmethod

forcollectingandsavingcouponsthanthepaperversionofcoupons.TheMicrosoft

Tagappiseasytodownloadandinstallonsmartphones.Youraudiencecansee

aTagbarcode,QRCode,orNFCtouchpointforthefirsttime,followtheoptional

instructionsnexttotheitemstodownloadtheTagapp,andreceiveyourcoupon

inamatterofseconds.Inaddition,becauseTagbarcodesandotherrecognition

technologiescanlinkpeopletodigitalcoupons,consumersneverhavetotearout

andkeeptrackofphysicalcouponsorbecomedisappointedifsomeoneelsegets

toyourcouponbeforetheydo.

BecauseTagbarcodes,QRCodes,orNFCtouchpointscanbeputalmostanywhere

inprintandintherealworld,suchasonpublictransportation,onobjects,orinelectronicvideodisplaystheyprovideaccesstoamuchwidervarietyoflocation

opportunities.Traditionalcouponmanufacturersdelivertheirprintedcouponsina

mediumthatdependsonadoptionrates,suchasnewspapersandmailers.

Consumersmustthenbewillingtoinvestthetimetoclip,collect,organize,and

eventuallyremembertousethephysicalcoupons.


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MakeYourCouponingCampaignsMoreDynamicwithMicrosoftTag

ThereishugepotentialforusingMicrosoftTagtoincorporatemobileelementsinto

yourcouponingscenarios.BecauseMicrosoftTagcanhelpyouturnanythingyou

canimagineintoamobilephoneexperience:itcanbringexcitementandmysteryto

yourpromotionalcampaigns,whichcanincorporateTagrecognitiontechnologiesin

advertisements,signage,andpackaging,almostanywhereatall.

GetstartedwithMicrosoftTagtodayandmakeyourcouponingcampaignsmore

effective,moremeasurable,moreimmersive,andmorefun.

ForinformationaboutusingMicrosoftTag,visittag.microsoft.comandthe Microsoft

TagImplementationGuide.

FormoreideasaboutusingcouponswithTag,visitthePointofSale:Couponingpage.

Ontheotherhand,Tag-basedcouponingcampaignscanbedistributedtoreach

multipletargetconsumersegmentsmorequicklyandinexpensively.Inaddition,Tag

couponingscenarioscanuseamuchwidervarietyofmedia.

TheabilitytoexpandthenumberofdistributionchannelsforMicrosoftTag

couponingcampaignsenablesbusinessestopotentiallyreachamuchbroader

audienceofexistingandnewcustomers.Whileeliminatingtheneedforphysicalcoupons,thisapproachalsoprovidesanincentiveforincreasedconsumer

engagementbytakingadvantageofafresh,innovativetechnologythatallowsfor

activeparticipationbytheconsumer.

Withoutanyneedforphysicalcoupons,eachTagcouponcanbedesignedone

time,andthendistributedinarangeofmediasuchasposters,stickers,web

pages,productpackagingandtoseverallocationstobescannedbyapotentially

unlimitednumberofconsumers.

microsoft tag and couponing

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