Mobile apps will become a new way to advertise, arrange payments and conduct loyalty schemes, and will become so popular that by 2016 $US43billion of coupons distributed through apps will be redeemed.
& Marketing Channel
That's the prediction contained in a new report from anlayst outfit Juniper Research.
The says mobile coupons are "a key catalyst for the mobile commerce market, especially for bricks-and-mortar retailers and are now appearing as an integral part of almost every new mobile wallet launch."
The report warns that retailers will need to be careful with their use of mobile coupons. "Handled properly, the mobile coupon builds customer loyalty as the user enters into a permission-based exchange of information with the brand, merchant or retailer, so that only relevant coupons are receive," Juniper said in an extract of the report delivered by press release. But unless retailers secure opt-in from their customers, takeup will be slower.
“Mobile coupons are going mainstream," said the report's author David Snow. "Cost effective mobile coupon campaigns are now within the reach of smaller retailers providing them with an easy way to drive profitable footfall and build customer loyalty. To ignore the potential of mobile coupons would be to ignore the future of mobile commerce.”
The release of this report come just days after Australian analyst firm Telsyte predicted that Australia will have 18.5 million smartphone users by 2015 , and that smartphones will become consumers' dominant source of media.