A new study has found there will be 1.05 billion mobile coupon users by 2019, up from just under 560 million this year. This amounts to Compound Annual Growth Rate (CAGR) of 12%, according to CardData.
The new report from Hampshire, UK-based Juniper Research says the surge in user numbers would in large part be driven by increased retailer engagement with the various mobile channels. It stated that retailers were now integrating coupons into loyalty programs to a far greater extent, while focusing on delivering coupons direct to consumers rather than relying on aggregator sites.
At the same time, the report observed that mobile coupon deployments were benefitting from retailers restructuring their businesses to reflect the wider transition to the utilization of online engagement channels. It noted those businesses are becoming more agile, more efficient and able to implement change more rapidly than would have previously been the case.
Meanwhile, the report argued that while the use of MMS for couponing was expected to cease, disruptive technologies such as NFC (Near Field Communications) and Beacon had the potential to boost in-store engagement in the medium term.
Other findings from the report include:
• Geotargeting has provided SMS-delivered coupons with a new lease of life, with retailers seeing high redemption rates from coupons pushed to consumers near their stores.
• Brands are increasingly leveraging the retail database to deliver targeted coupons.
• Lack of adequate POS redemption technology remains the key hurdle to greater deployment and adoption.
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