This year, the number of discount coupons redeemed through mobile and tablet devices is expected to reach 10 billion, which is more than 50% increase over last year.
According to Juniper Research, innovative retailers are increasingly seeking to offer mobile as a delivery channel, both as a means of driving retail footfall and to enhance consumer engagement and retention. The report says that while mobile still accounts for a comparatively low volume of coupons issued, retailers had been encouraged by the higher average redemption rate of mobile coupons of 10% — compared to traditional print media and PC coupons (typically 1% or less).
In addition, mobile couponing offers retailers the opportunity to marry their digital and physical assets. The report author Dr Windsor Holden adds that mobile offers a means of engaging with the consumer at every point in the retail lifecycle, from product discovery to product purchase.
Retailers are also advised that their coupons have a time-based element, noting that a number of offers had gone unintentionally “viral” leading to brands being unable to service the demand for their products.
As usual, you can get more information about the report from Juniper’s website.