reasons to implement a new coupon system for old navy
TRANSCRIPT
Implementing a Better Coupon System forIn-Store Use
Old Navy
Prepared byDemerise DagesseNovember 17th, 2014
Overview
The Current Situation
Key Success Factors
Analysis of Alternatives
Strategic Option
Benefits and Risks of Strategic Option
Final Recommendation
Introduction
Old Navy customers are leaving unsatisfied because of unaccepted coupons in store.
This report will identify several strategies to resolve this problem and pick the best one for implementation.
The Opportunity
The Current Situation
Receive coupons on mobile devices via email or Old Navy’s online site
Waste time searching for coupons at checkout that get declined
Leave Old Navy unhappy and dissatisfied
0
5
10
15
20
25
30
35
40
45
Easy toread
Current DatesHighlighted
Easy to find Accessinleon mobile
devices
Separatedfrom onlineonly offers
Can beused
mulitpletimes
Can beprinted
Visuallyappealing
Nu
mb
er
of
surv
ey
vote
s
Coupon Key Success Factors
Importance of Coupon Key Success Factors
Very important
Some what important
Not important
The Opportunity
Key Success Factors
• Easy to read
• Easy to find
• Dates identified easily
• Accessible on mobile devices
• Separated from online discount announcements
• Terms and conditions identified easily
The Opportunity
Key Success Factors
Analysis of AlternativesThe Opportunity
Analysis of Alternatives
Website
ON online Website
Text Email App
What:
Design in-store coupons to display appropriately on Old Navy’s online store site
Pros:
Keep same process but
make easier to understand
Cons:
Hard to find, wasted time at
checkout
TextON online Website
Email App
What:
Text to receive usable coupon while at store
Pros:
Saves time at checkout,
Eliminates confusion
Cons:
Not all customers can receive text messages, requires extra work from employees
ON online Website
Text AppEmail
What:
Send email about weekly deals and in-storecoupon
Pros:Easy to understand, separateonline and in-store coupons
Cons:
Wasted time at checkout if email was not saved, not all customers want to give out email information, will not be timely
Text EmailON online Website
App
What:
Develop a mobile application for in-store coupons and deals
Pros:
Easy to understand and find,
eliminate confusion, timely and
accurate
Cons:
Not everyone has a smart phone
Strategic Option
Create an In-Store mobile application and matching website to view Old Navy’s
weekly deals and coupons
The Opportunity
Strategic Option
Benefits of a Mobile App
Increased Sales Positive Reviews Less confusion
Increased customer
satisfactionUsed nationwide
Faster checkout times
Focused management
roles
Risks of a Mobile App
Incorrect information of
sales
Not everyone has a smartphone
Different stores sell different items
1. Meet with website and mobile app designer and developer
2. Create Old Navy In-Store app and website
3. Upload automated deals and coupons every week
4. Assign media specialist to verify correct information each week
5. Review with customers and employees to analyze implementation improvement
Final Recommendation
References
• Adult smartphone mobile coupon users in the U.S. 2010-2015 | Statistic. (n.d.). Retrieved November 30, 2014, from
http://www.statista.com/statistics/246863/amount-of-adult- smartphone-mobile-coupon-users-in-the-us/
• Carter, B. (2013). Coupon statistics: The ultimate collection. The Access Loyalty Blog. Retrieved from
http://blog.accessdevelopment.com/index.php/2013/10/ultimat e-collection-coupon-statistics/
• Fingas, J. (2014, February 11). Two-thirds of Americans now have smartphones. Engadget.
• Tuttle, B. (2010, April 6). The history of coupons. Time.
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