A new report from Juniper Research has found that the global redemption rate of mobile coupons will average at over 8% by 2016, an eightfold increase over the best paper coupons campaigns. North American and Western European markets are now beginning to follow the same growth path as the Far East & China and by 2016 there will be over 600m regular mobile coupon users worldwide.
The report found that mobile coupons have compelling advantages over their paper and online antecedents and are particularly strategic for bricks and mortar retailers in their quest to regain ground lost to online retailers during the internet revolution. A mobile coupon bridges the divide between online and physical retailing and can be individually targeted to drive footfall to stores.
The report warns, however, that the rise in mobile coupon redemption rates will only come after an initial period of experimentation by both coupon issuers and users, during which redemption rates may actually decrease slightly. After this period redemption rates will then start to rise steadily.
According to report author David Snow, “As with all new mass markets there is an initial ‘shakeout’ period. North America and Western Europe are at this stage now. For the next few years users will be signing up to multiple coupon schemes and deciding on the ones they like best — so now is a crucial time for mobile marketing agencies to get it right on behalf of their clients and establish a loyal customer base.”
The study also finds that the integration of mobile coupons and mobile payment data is rare and an untapped opportunity and that redemption values will exceed $43bn globally by 2016, driven by better targeting and mobile apps.