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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