Mobile Coupons are expected to be one of the biggest winners of the current global recession. Juniper Research forecasts that the redemption value of mobile coupons will increase by over 30% by 2010. Juniper Research found that the twin effects of shoppers needing to make economies in their spending and merchants ever keen to make sales will combine to have a very positive impact on the overall demand for mobile coupons.
Mobile coupons are attractive to both consumers and vendors as they can be targeted at specific groups of customers and can be matched against particular interests and purchasing patterns, as opposed to the vanilla approach where “everybody gets every coupon” as in the traditional model.
Mobile Coupons Report author Howard Wilcox explained: “We believe that merchants will see targeted, quick one-to-one marketing campaigns via mobile coupons as a valuable marketing weapon. Considering that mobile coupons offer much better redemption rates and are more cost effective, they represent a win-win approach for innovative retailers.”
Other findings from the Juniper Research report:
- With in excess of 100m mobile phone users globally forecast to use mobile coupons in 2010, Juniper Research sees significant growth across the developed markets of North America, Western Europe, the Far East and China.
- As well as the key drivers, however, there are some significant hurdles, including the lack of suitable point of sale (POS) infrastructure at the supermarket checkout allowing for the quick and easy redemption of coupons, which is critical to the consumer shopping experience.
