A new report from Juniper Research forecasts that the number of mobile coupon users will rise from 560m this year to 1bn in 2019. According to the “Mobile Coupons: Consumer Engagement, Loyalty & Redemption Strategies 2014-2019” study retailers will increasingly engage directly with consumers via mobile channels and the use of coupons will be more tightly integrated into loyalty programmes.
The report also expects retailers to become more agile and efficient, and better able to implement faster changes as they restruct their businesses around the greater use of online engagement channels. In the medium term brands will move away from MMS to deliver coupons and turn towards technologies like NFC and Beacon in order to drive in-store engagement.
Author of the report, Dr Windsor Holden said: “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.”
The study also revealed that geotargeting has boosted the success of SMS-delivered coupons, with retailers seeing high redemption rates from coupons sent to consumers close to their stores.