Since coupon-based emails are a major visits driver for Olive Garden, they looked to emphasize ease of use to increase coupon redemption. They wanted a solution that would overcome statistics such as:
Yes Lifecycle Marketing worked with Olive Garden to develop a new email strategy catering to on-the-go guests by taking advantage of the increasing use of mobile wallets. Besides serving as a digital payment method, they enable users to store/retrieve loyalty cards, offers and coupons.
No longer did guests have to find the email coupon and print it out. Now users could tap and save the offer to the mobile system/wallet pre-installed on their phone where they could easily find it.
To reinforce the offer, the design contained a link to a map that showed the customer’s preferred Olive Garden or closest location.
The switch to a mobile wallet increased engagement big time! The inaugural campaign, an “Up to 20% Savings” email with coupon, generated:
Most importantly, guests utilized the coupons more – there was a 56% increase in coupon redemption from the previous year.
If as Internet Retailer suggests, companies should look to not only …”take money out of a shopper’s wallet, they should also live in a consumer’s wallet”, Olive Garden’s use of a mobile wallet for email coupons puts it among marketing leaders.