Marketing Momentum  Blog

Strategy, behavioural analytics and insight - served with a creative twist.

10 Billion consumers try out Mobile Coupons

1 fact coming for every day of advent... day 10.

Worldwide, by the end of 2013, Juniper Research estimates that consumers will redeem more than 10 billion mobile coupons. 

It is no wonder retailers are increasingly turning to mobile channels to drive traffic in stores and online.

We live in a world where technology has revolutionised the way that we think, work and play.  In fact, mobile phones are now being used by 91% of adults - the most quickly adopted consumer technology in the history of the world. (Said Jeremy Clarkson style).

What impact has mobile technology and more specifically mobile couponing on the retail world?

The mobile coupon is an electronic coupon or paperless ticket that can be delivered to a consumer on a mobile device and then exchanged for a financial discount or rebate when buying a product or service. Mobile Coupons are commonly used in retail stores as part of sales promotions, to attract consumers’ in-store or to entertainment attractions and services.

Mobile is a very important channel for Coca-Cola. Wendy Clark, Senior Vice President of Integrated Marketing was quoted saying “If your plans don't include mobile, then your plans are not finished”.  

Coupon and voucher services firm Valassis claim the coupon market has grown 100% in five years, and redemption increased 33% in the UK during 2012 reaching a value of £1.6bn.

The benefits of using mobile coupons are endless; driving traffic to stores, enticing customers to attend a special event, building brand loyalty, offer targeting, creating buzz for a new product launch and building a database of your customers so that you can market to them in the future.

What I’d like to see more of in 2014 is a deeper focus on relevance. For mobile couponing to be truly successful, offers, promotions and discounting must be personalised and based on a timely consumer needs.

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