The total
redemption value of mobile coupons will exceed $43 billion globally by 2016 as
coupons are increasingly delivered by mobile apps. This is an eightfold
increase from $5.4bn in value to be redeemed this year.
Mobile
coupons, sitting at the at the intersection of advertisements, payments and
loyalty schemes is a key catalyst for the mobile commerce market, especially
for bricks-and-mortar retailers and are now appearing as an integral part of
almost every new mobile wallet launch.
“Mobile
coupons are going mainstream. Cost effective mobile coupon campaigns are now
within the reach of smaller retailers providing them with an easy way to drive
profitable footfall and build customer loyalty. To ignore the potential of
mobile coupons would be to ignore the future of mobile commerce,” said
David Snow, author of the report at Juniper Research.
Increasingly
innovative targeting techniques are also being used to deliver mobile coupons
to users not just based on location, but also with a holistic knowledge of the
consumer’s lifestyle, work patterns and real-time activity extending even to
social networking and gaming opportunities.
Handled
properly, the mobile coupon builds customer loyalty as the user enters into a
permission-based exchange of information with the brand, merchant or retailer,
so that only relevant coupons are received.
The
integration of mobile coupons and mobile payment data is rare and an untapped
opportunity. Redemption rates are set to rise in North America and Western
Europe after a few years of experimentation and growing user acceptance.
By
Telecomlead.com Team
editor@telecomlead.com
