Recently released studies show an eagerness among retailers to push their coupons into the mobile space, increasingly distributing savings to customers' smartphones or tablets. With customers excited to use mobile coupons, retailers could drive walk-in traffic by their careful deployment, correctly targeted by business intelligence software.
A SymphonyIRI group survey reported by eMarketer shows 46 percent of mobile phone users seeking out coupons and discounts on their phones while in retail stores. These are customers whose preferences, logged by business intelligence software, can be noted. Properly analyzed data concerning coupon use could be deployed to entice repeat business.
A second survey, this one by Juniper Research, confirms that the seach is already on to analyze customer preferences and raise redemption rates on phone-based coupons. Worldwide, 8 percent of issued deals will be redeemed, according to Juniper's data.
"As with all new mass markets there is an initial 'shakeout' period," survey author David Snow said of mobile coupons. "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."
