By: Ian Mansfield |
A new report from Juniper Research has found that 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.
The report found that 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.
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.
The Importance of Opting-In
The report stressed, however, the importance of users freely
"opting-in" to mobile coupon schemes and not being subjected to
indiscriminate and unwanted promotions. 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.
According to report author David Snow, "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."
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