This month, LIFT Network features the second-largest, company-owned gourmet coffee house, Caribou Coffee. In the third quarter of 2009, the coffee company launched their new mobile marketing campaign in order to better specifically target market to the 18-34 age demographic. Caribou consumers can currently receive $1 off any large drink or a free drink with the purchase of a pound of coffee.
“This is our first foray into mobile marketing,” said Jake Miller, brand marketing manager for Caribou Coffee, Minneapolis. “We look at mobile couponing as a new way for us to drive store traffic, increase trial of our coffee and convert new guests to loyal customers."
“By offering our [new and existing customers] mobile coupons, we are hopefully introducing [them] to our premium craft-roasted coffee,” he said. “If we can get trial, we know there is a very good chance that customer will come back again. We also know that, generally speaking, the mobile coupon subscriber is slightly younger than the average Caribou Coffee guest, so this a great way to introduce our brand to a new group of potential future brand advocates.”
Caribou launched mobile coupons in all of its 443 retail locations across 18 states in the United States. Caribou sells coffee to its customers via several channels, including grocery locations, online and via its coffeehouses. Consumers show the coupon offer code on their mobile phone to the person at the register to receive the discount.
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