STORES Magazine - September 2017 - 38

n

PAYMENTS

Savings On the Go
Shoe Carnival sees unexpected success with mobile coupons
by LAURI GIESEN

L

ike a lot of retailers, executives at Shoe
Carnival weren't sure how many of its
customers wanted to use digital wallets
to pay for goods. More importantly, they
didn't know how many customers wanted
to store and redeem digital coupons from
their mobile phones.
Then Thrive Commerce, a technology
company Shoe Carnival had been
working with to develop proprietary
coupons on its website, suggested trying
a system that would allow customers to
receive, open, store and redeem coupons
on iPhones.
"We didn't really have a lot of
expectations going into this pilot," says
Kent Zimmerman, Shoe Carnival's vice
president of digital. "We weren't sure if
customers were ready yet to use their cell
phones to redeem coupons."
Unsure what to expect, executives
were pleasantly surprised when many

38

STORES September 2017

customers who had downloaded coupons
on their phones redeemed them at Shoe
Carnival stores.
POP-UP INCENTIVES
In a pilot that began in the first quarter
of this year, Shoe Carnival sent emails
to customers who had opted into the
chain's online promotion program. The
emails contained links customers could
use to download discount coupons to
their phones. Customers could then use
their phones to redeem the coupons at the
chain's 411 stores.
The results were shocking: Of the 2,245
customers who saved the coupons to their
Apple Wallets, 38 percent redeemed them
in stores. More than 75 percent of the
chain's stores had coupons redeemed at
their locations.
"That is an amazing percentage,"
Zimmerman says; Shoe Carnival is so

impressed that it is turning the pilot
into a full-blown program that will run
indefinitely.
"When we saw the first results, we
knew we wanted to continue," he
says. "The first month's results were
compelling enough for us to continue.
Even now there is no reason not to
continue with the offering."
With traditional paper coupons,
customers may clip one out and store it in
a wallet or pocket and forget they have it
- or throw it away.
"If you download a coupon to your
phone, you have a constant reminder
that you have a coupon for our stores,"
Zimmerman says.
While customers can open the
coupons from computers, most open the
emails and access the coupons directly
from mobile phones, he says. Customers
often remember they have a coupon
STORES.ORG


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - September 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
The Favorite 50
RFID Is Ready to Revolutionize the Retail Industry
Playing Their Tune
C2W
Store Operations
Marketing
Payments
How Stonewall Kitchen Boosted Sales and Reengaged Customers
Finance
Store Operations
Inventory Management
Online
How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
Startup Spotlight
Analytics
ORC
Fraud
Stores at 100
POV
Communities
End Cap
STORES Magazine - September 2017 - Intro
STORES Magazine - September 2017 - cover1
STORES Magazine - September 2017 - cover2
STORES Magazine - September 2017 - 3
STORES Magazine - September 2017 - 4
STORES Magazine - September 2017 - 5
STORES Magazine - September 2017 - Editor’s Page
STORES Magazine - September 2017 - 7
STORES Magazine - September 2017 - President’s Page
STORES Magazine - September 2017 - 9
STORES Magazine - September 2017 - Retail Politics
STORES Magazine - September 2017 - NRF News
STORES Magazine - September 2017 - Trends
STORES Magazine - September 2017 - 13
STORES Magazine - September 2017 - 14
STORES Magazine - September 2017 - 15
STORES Magazine - September 2017 - 16
STORES Magazine - September 2017 - Retail People
STORES Magazine - September 2017 - 18
STORES Magazine - September 2017 - The Favorite 50
STORES Magazine - September 2017 - 20
STORES Magazine - September 2017 - 21
STORES Magazine - September 2017 - 22
STORES Magazine - September 2017 - 23
STORES Magazine - September 2017 - 24
STORES Magazine - September 2017 - RFID Is Ready to Revolutionize the Retail Industry
STORES Magazine - September 2017 - 26
STORES Magazine - September 2017 - 27
STORES Magazine - September 2017 - Playing Their Tune
STORES Magazine - September 2017 - 29
STORES Magazine - September 2017 - 30
STORES Magazine - September 2017 - C2W
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 33
STORES Magazine - September 2017 - 34
STORES Magazine - September 2017 - 35
STORES Magazine - September 2017 - Marketing
STORES Magazine - September 2017 - 37
STORES Magazine - September 2017 - Payments
STORES Magazine - September 2017 - 39
STORES Magazine - September 2017 - How Stonewall Kitchen Boosted Sales and Reengaged Customers
STORES Magazine - September 2017 - 41
STORES Magazine - September 2017 - Finance
STORES Magazine - September 2017 - 43
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 45
STORES Magazine - September 2017 - Inventory Management
STORES Magazine - September 2017 - 47
STORES Magazine - September 2017 - Online
STORES Magazine - September 2017 - 49
STORES Magazine - September 2017 - How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
STORES Magazine - September 2017 - 51
STORES Magazine - September 2017 - Startup Spotlight
STORES Magazine - September 2017 - 53
STORES Magazine - September 2017 - Analytics
STORES Magazine - September 2017 - 55
STORES Magazine - September 2017 - 56
STORES Magazine - September 2017 - ORC
STORES Magazine - September 2017 - 58
STORES Magazine - September 2017 - 59
STORES Magazine - September 2017 - Fraud
STORES Magazine - September 2017 - 61
STORES Magazine - September 2017 - Stores at 100
STORES Magazine - September 2017 - 63
STORES Magazine - September 2017 - POV
STORES Magazine - September 2017 - Communities
STORES Magazine - September 2017 - End Cap
STORES Magazine - September 2017 - cover3
STORES Magazine - September 2017 - cover4
https://www.nxtbook.com/naylor/NRFK/NRFK0318
https://www.nxtbook.com/naylor/NRFK/NRFK0218
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114
https://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview
https://www.nxtbook.com/naylor/NRFK/NRFK0118
https://www.nxtbook.com/naylor/NRFK/NRFK0917
https://www.nxtbook.com/naylor/NRFK/NRFK0817
https://www.nxtbook.com/naylor/NRFA/NRFA0017
https://www.nxtbook.com/naylor/NRFA/NRFA0317
https://www.nxtbook.com/naylor/NRFK/NRFK0717
https://www.nxtbook.com/naylor/NRFK/NRFK0617
https://www.nxtbook.com/naylor/NRFK/NRFK0517
https://www.nxtbook.com/naylor/NRFK/NRFK0417
https://www.nxtbook.com/naylor/NRFK/NRFK0317
https://www.nxtbook.com/naylor/NRFK/NRFK0217
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170115
https://www.nxtbook.com/naylor/NRFK/NRFE0017
https://www.nxtbook.com/naylor/NRFK/STORES2017_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0117
https://www.nxtbook.com/nxtbooks/nrf/STORES1216
https://www.nxtbook.com/nxtbooks/nrf/STORES1116
https://www.nxtbook.com/nxtbooks/nrf/STORES1116v2
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_esri
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_radial
https://www.nxtbook.com/nxtbooks/nrf/STORES1016
https://www.nxtbook.com/nxtbooks/nrf/STORES0916_customcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0916
https://www.nxtbook.com/nxtbooks/nrf/STORES0816
https://www.nxtbook.com/nxtbooks/nrf/STORES0716_jestacustomcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0716
https://www.nxtbook.com/nxtbooks/nrf/STORES0616
https://www.nxtbook.com/nxtbooks/nrf/STORES_sourcebook2016
https://www.nxtbook.com/nxtbooks/nrf/STORES0516
https://www.nxtbook.com/naylor/NRFK/NRFE0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0316_visualsearch
https://www.nxtbook.com/nxtbooks/nrf/STORES0316
https://www.nxtbook.com/nxtbooks/nrf/STORES0216
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160119
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160118
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160117
https://www.nxtbook.com/naylor/NRFK/NRFE0016
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0116
https://www.nxtbook.com/naylor/NRFK/NRFC1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1115_buyersguide
https://www.nxtbook.com/nxtbooks/nrf/STORES1115
https://www.nxtbook.com/naylor/NRFK/NRFE1015
https://www.nxtbook.com/naylor/NRFK/NRFC1015
https://www.nxtbook.com/naylor/NRFK/NRFE0915
https://www.nxtbook.com/naylor/NRFK/NRFM0016
https://www.nxtbook.com/naylor/NRFK/NRFE0815
https://www.nxtbook.com/naylor/NRFK/NRFE0715
https://www.nxtbook.com/naylor/NRFK/NRFE0615
https://www.nxtbook.com/naylor/NRFK/NRFD0015
https://www.nxtbook.com/naylor/NRFK/NRFS0015
https://www.nxtbook.com/naylor/NRFK/NRFE0515
https://www.nxtbook.com/naylor/NRFK/NRFC0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0415
https://www.nxtbook.com/nxtbooks/nrfe/STORES0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0215
https://www.nxtbook.com/naylor/NRFK/NRFG0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES1214
https://www.nxtbook.com/naylor/NRFK/NRFG1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1014
https://www.nxtbook.com/naylor/NRFK/NRFM0015
https://www.nxtbook.com/nxtbooks/nrfe/STORES0914
https://www.nxtbook.com/nxtbooks/nrfe/STORES0814
https://www.nxtbook.com/nxtbooks/nrfe/STORES0714
https://www.nxtbook.com/nxtbooks/nrfe/STORES0614
https://www.nxtbook.com/nxtbooks/nrfe/STORES0514
https://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0414
https://www.nxtbook.com/nxtbooks/nrfe/STORES0314
https://www.nxtbook.com/nxtbooks/nrfe/STORES0214
https://www.nxtbook.com/naylor/NRFK/NRFG0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1213
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1013
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0913
https://www.nxtbook.com/nxtbooks/nrfe/STORES0813
https://www.nxtbook.com/nxtbooks/nrfe/STORES0713
https://www.nxtbook.com/nxtbooks/nrfe/STORES0613
https://www.nxtbook.com/nxtbooks/nrfe/STORES0513
https://www.nxtbook.com/nxtbooks/nrfe/STORES0413
https://www.nxtbook.com/nxtbooks/nrfe/STORES0313
https://www.nxtbook.com/nxtbooks/nrfe/STORES0213
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130114
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1212
https://www.nxtbook.com/nxtbooks/nrfe/STORES1112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1012
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2013
https://www.nxtbook.com/nxtbooks/nrfe/STORES0912
https://www.nxtbook.com/nxtbooks/nrfe/STORES0812
https://www.nxtbook.com/nxtbooks/nrfe/STORES0712
https://www.nxtbook.com/nxtbooks/nrfe/STORES0612
https://www.nxtbook.com/nxtbooks/nrfe/STORES0512
https://www.nxtbook.com/nxtbooks/nrfe/STORES0412
https://www.nxtbook.com/nxtbooks/nrfe/STORES0312
https://www.nxtbook.com/nxtbooks/nrfe/STORES0212
https://www.nxtbook.com/nxtbooks/nrfe/STORES2012_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1211
https://www.nxtbook.com/nxtbooks/nrfe/STORES1111
https://www.nxtbook.com/nxtbooks/nrfe/STORES1011
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2012
https://www.nxtbook.com/nxtbooks/nrfe/STORES0911
https://www.nxtbook.com/nxtbooks/nrfe/STORES0811
https://www.nxtbook.com/nxtbooks/nrfe/STORES0711
https://www.nxtbook.com/nxtbooks/nrfe/STORES0611
https://www.nxtbook.com/nxtbooks/nrfe/STORES0511
https://www.nxtbook.com/nxtbooks/nrfe/STORES0411
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311_v2
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311
https://www.nxtbook.com/nxtbooks/nrfe/STORES0211
https://www.nxtbook.com/nxtbooks/nrfe/STORES0111
https://www.nxtbook.com/nxtbooks/nrfe/stores1210
https://www.nxtbook.com/nxtbooks/nrfe/stores_mediakit2011
https://www.nxtbook.com/nxtbooks/nrfe/stores1110
https://www.nxtbook.com/nxtbooks/nrfe/stores1010
https://www.nxtbook.com/nxtbooks/nrfe/stores0910
https://www.nxtbook.com/nxtbooks/nrfe/stores0810
https://www.nxtbook.com/nxtbooks/nrfe/stores0710
https://www.nxtbook.com/nxtbooks/nrfe/stores0610
https://www.nxtbook.com/nxtbooks/nrfe/stores0510
https://www.nxtbook.com/nxtbooks/nrfe/stores0410
https://www.nxtbook.com/nxtbooks/nrfe/stores0310
https://www.nxtbook.com/nxtbooks/nrfe/stores0210
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshow2010_post
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100112
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100111
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100110
https://www.nxtbook.com/nxtbooks/nrfe/stores0110
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshowpreview2010
https://www.nxtbook.com/nxtbooks/nrfe/stores1209
https://www.nxtbook.com/nxtbooks/nrfe/stores1109
https://www.nxtbook.com/nxtbooks/nrfe/stores1009
https://www.nxtbook.com/nxtbooks/nrfe/stores0909
https://www.nxtbook.com/nxtbooks/nrfe/stores0809
https://www.nxtbook.com/nxtbooks/nrfe/stores0709
https://www.nxtbook.com/nxtbooks/nrfe/stores0609
https://www.nxtbook.com/nxtbooks/nrfe/stores0509
https://www.nxtbook.com/nxtbooks/nrfe/stores0409
https://www.nxtbook.com/nxtbooks/nrfe/stores0309
https://www.nxtbook.com/nxtbooks/nrfe/stores0209
https://www.nxtbook.com/nxtbooks/nrfe/stores0109
https://www.nxtbook.com/nxtbooks/nrfe/stores1208
https://www.nxtbook.com/nxtbooks/nrfe/stores1108
https://www.nxtbook.com/nxtbooks/nrfe/stores1008
https://www.nxtbook.com/nxtbooks/nrfe/stores0908
https://www.nxtbook.com/nxtbooks/nrfe/stores0808
https://www.nxtbook.com/nxtbooks/nrfe/stores0708
https://www.nxtbook.com/nxtbooks/nrfe/stores0608
https://www.nxtbook.com/nxtbooks/nrfe/stores0508
https://www.nxtbook.com/nxtbooks/nrfe/stores0408
https://www.nxtbook.com/nxtbooks/nrfe/stores0308
https://www.nxtbook.com/nxtbooks/nrfe/stores0208
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail08
https://www.nxtbook.com/nxtbooks/nrfe/stores0108
https://www.nxtbook.com/nxtbooks/nrfe/stores1207
https://www.nxtbook.com/nxtbooks/nrfe/stores1107
https://www.nxtbook.com/nxtbooks/nrfe/stores1007
https://www.nxtbook.com/nxtbooks/nrfe/stores0907
https://www.nxtbook.com/nxtbooks/nrfe/stores0807
https://www.nxtbook.com/nxtbooks/nrfe/stores0707
https://www.nxtbook.com/nxtbooks/nrfe/stores0607
https://www.nxtbook.com/nxtbooks/nrfe/stores0507
https://www.nxtbook.com/nxtbooks/nrfe/stores0407
https://www.nxtbook.com/nxtbooks/nrfe/stores0307
https://www.nxtbook.com/nxtbooks/nrfe/stores0207
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail07
https://www.nxtbook.com/nxtbooks/nrfe/stores0107
https://www.nxtbook.com/nxtbooks/nrfe/stores1206
https://www.nxtbook.com/nxtbooks/nrfe/stores1106
https://www.nxtbook.com/nxtbooks/nrfe/stores1006
https://www.nxtbook.com/nxtbooks/nrfe/stores0906
https://www.nxtbook.com/nxtbooks/nrfe/stores0806
https://www.nxtbook.com/nxtbooks/nrfe/stores0706
https://www.nxtbook.com/nxtbooks/nrfe/stores0606
https://www.nxtbook.com/nxtbooks/nrfe/stores0506
https://www.nxtbook.com/nxtbooks/nrfe/stores0406
https://www.nxtbook.com/nxtbooks/nrfe/stores0306
https://www.nxtbook.com/nxtbooks/nrfe/stores0206
https://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail
https://www.nxtbook.com/nxtbooks/nrfe/stores0106
https://www.nxtbook.com/nxtbooks/nrfe/stores1205
https://www.nxtbook.com/nxtbooks/nrfe/stores1105
https://www.nxtbookmedia.com