FIGARODIGITAL.CO.UK
Start-ups, upstarts and digital disruptors: we profile the people helping to shape modern marketing Marketers Who Matter Paul Lewis
SENIOR DIRECTOR MARKETING
VOUCHERCODES.CO.UK
VoucherCodes.co.uk’s Paul Lewis tells us about changes in the voucher industry and the implications for retailers across the board
How has the voucher codes industry changed recently and what are the challenges
VoucherCodes.co.uk faces over the next 12 months? PAUL LEWIS: The landscape has changed significantly for retailers. Customers are now shopping across desktop, mobile and app, rather than in just one place. Mobile accounts for over 50 per cent of our traffic but only one in four European retailers has a mobile-optimised site. We’re here to connect the dots in that journey; we can drive footfall in-store from our mobile customers and give brands a much clearer view of how that customer has interacted with them. We’re a marketing service to brands, which is something we’re very proud of.
Can you tell us about the role of personalisation at
VoucherCodes.co.uk?
PL: We know that when you like a brand you’re interested in hearing about when the latest deal is going to be released. Even if very basic, this is very effective personalisation—allowing the customer to control the messages they see and receive. On mobile, personalisation is about geolocation. At
VoucherCodes.co.uk you can essentially draw a map around an area or section (a shopping centre, for example) and we’ll send you relevant messages through a push notification to the app, based on the brands the user has indicated they love. That means we can drive footfall in-store from a mobile device. We might then send unique codes or some form of redemption that the user can show to the cashier.
What’s the risk for brands that do not employ an effective voucher code strategy? PL: They’re really missing an opportunity for driving incremental sales or conversions.
50 per cent of our traffic but only one in four European retailers has a mobile-optimised site
8 issue 26 november 2015 Mobile accounts for over
Most importantly, discount vouchers provide a stand-out opportunity to showcase a product, engage customers who are becoming less brand loyal and reach new audiences. At the same time, you need to understand where discounting fits into your business plans. I’d be very surprised if there are any businesses out there that believe 100 per cent that they shouldn’t have a voucher code strategy.
What’s next for VoucherCodes.
co.uk? PL: We’re very much focused on mobile, and we know that the way we engage and talk to our customers has to change. Users are now able to access and browse media during what I term ‘dead time’—the few minutes you spend walking to the Tube station or the half hour bus journey into work. The normal email templates that you would send out and read on a desktop won’t work on a mobile now. Producing emails that are mobile-focused seems quite a simple idea, but remember that only one in four retailers have a mobile-optimised site. That’s a great deal of missed opportunities and missed revenue.
VoucherCodes.co.uk
INTERVIEW ESTELLE HAKNER
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