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Mobile Couponing on the Rise

Mobile Commerce Insider Featured Article

July 29, 2014

Mobile Couponing on the Rise

By Melissa Warten
Contributing Writer

Why does couponing get such a bad rap? Is it because shows like “Extreme Couponing” only show those folks that take bargaining and deal-seeking to unprecedented levels, making the rest of us cringe in secondhand embarrassment? For extreme couponers and for all of us regular couponers who just want to save a couple bucks, we’re in luck—mobile coupons are an even easier, subtler, and more accessible way to save, and they keep getting better.

Recent research has found that the number of mobile coupon users, currently just under 560 million, will be up to 1.05 billion by 2019. It is anticipated that the surge will be driven by increased retailer engagement with their consumers.

Mobile coupon programs can be made better when retailers integrate more deals into customer loyalty programs, while still keeping a focus on delivering deals directly and personally to customers. As the shopping world shifts dramatically to mobile and online, businesses have to restructure their plans to reflect the change; luckily, the shift also means that businesses can implement change more rapidly than ever. Features such as geotargeting allow companies to target coupons to consumers closest to brick-and-mortar stores, and thus earn a higher redemption rate. What’s more, brands can leverage retail database information for another way to improve targeting accuracy.

While the use of MMS for couponing is expected to decrease in years ahead, “disruptive” technologies like Near Field Communications (NFC) could boost in-store engagement for customers with their retailers. Dr. Windsor Holden, who worked on a recent report regarding mobile coupons, said in a statement, “While NFC has failed to achieve traction thus far, the emergence of a cloud-based secure element through HCE (Host Card Emulation) is likely to stimulate greater integration into wallets. We believe that this in turn will provide the visibility that should encourage brands to run campaigns using the technology.”

No need to be too extreme, but with mobile coupons, you can clip until your heart’s content. The whitepaper for this report is available through Juniper Research (News - Alert)

Edited by Maurice Nagle

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