Ten billion mobile coupons to be redeemed this year, up 50% on 2012

By Windsor Holden

According to the report, 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. It pointed out that while mobile still accounted for a comparatively low volume of coupons issued, retailers had been encouraged by the markedly higher average redemption rate of mobile coupons (10%) when compared to traditional print media and PC coupons (typically 1% or less).

Furthermore, the report observed that mobile couponing offered retailers the opportunity to marry their digital and physical assets. While we’ve heard that online retail is killing the High Street – witness United Retail filing for Chapter 11 bankruptcy in the US and the recent administrations of Jessop’s and Blockbuster in the UK – mobile offers a means of engaging with the consumer at every point in the retail lifecycle, from product discovery to product purchase.

Time-based Element “Critical”

However, the report stressed that it was critical for retailers to ensure that such coupons had 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.

Other key findings from the report include:

    • Apple’s recent high-profile launch of Passbook is expected to act as a catalyst to both coupon deployments and adoption.

    • Retailer reluctance to upgrade POS (Point of Sale) terminals for authentication and redemption is creating a bottleneck, effectively suppressing the deployment of mobile coupons.

The ‘Mobile Coupons ~ The Smart Way to Shop’ whitepaper is available to download from the Juniper website together with further details of the full report and the attendant Interactive Forecast

Excel (IFxl), which enables the end user to interrogate the assumptions behind Juniper’s forecasts and create alternative future outputs.

About the author

Dr Windsor Holden is the author of the report, working at Juniper Research, which provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.

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