Postal Service Targets Mobile Holiday Shopping: Continues Barcode Promotion Program

by Holly Shoemaker

The U.S. Postal Service continues to target the smartphone and tablet markets as part of its 2011 Mobile Barcode Promotion, a program designed to enhance direct mailing efforts. The agency is now offering the USPS Holiday Mobile Shopping Promotion geared to spur online holiday shopping.

Promotion Overview

The Post Office created the promotion to complement Black-Friday and Cyber-Monday shopping deals. The agency hopes that by using mobile promotion offers, coupons and catalogs customers will have needed discounts to maximize online holiday shopping efforts.

The promotion will run from November 7, 2012 to November 21, 2012. Registration opened in the middle of September and continues until November 21, 2012. Businesses that register will receive the following:

• A two-percent postage discount on Standard Mail and First-Class Mail pieces that include a barcode or other image users may scan on a smartphone or other mobile device like a tablet. The barcode must lead a user to the advertised product on a mobile device or the sale will not qualify. 
• The agency will offer an additional one-percent rebate on qualified mailings fulfilled by Priority Mail between November 9, 2012 and December 31, 2012.

Concluding Thoughts

In July and August 2012, the U.S. Postal Service offered a postage discount for direct mailers that included QR codes. The latest promotion shows a continued effort to ensure that direct mail remains a relevant marketing tool. By combining mobile technology with a more traditional marketing approach, consumers have another way to accomplish their holiday shopping.

Should App Developers Release Updates During the Holidays?

by Holly Shoemaker

As I have discussed in previous blogs, scheduling and releasing app updates is an important way of keeping consumers interesting in apps. As Black Friday and Cyber Monday approaches, many people have already developed their action plans on how to tackle days that many view as sporting events.

For app developers, these days and the upcoming holiday season many mean something different. Developers who want consumers to have access to an app for Black Friday or Cyber Monday would have already released them to consumers. Developers also know that apps released to the Apple Store need to be in place prior to December 22, 2011. Apple shutdowns access to its iTunes content from December 22, 2011 through December 29, 2011. That means that new apps will not show up in the store during this time and Apple will delay the delivery of updates.

Concluding Thoughts

App developers who want to market their apps during the holiday season already know if they have realistic goals – it depends on the development stage of the apps. In addition, developers should have research available to guide them on if this holiday season provides a good time to release an app – it also depends on the app type and the targeted audience.