Ah! Coupons, everyone loves coupons, isn’t it? Recently, eMarketer just showed up with information regarding the use of coupons as a vehicle for US retailers. But, we’re not just talking about any type of coupon – we’re talking about mobile coupons.

Wait a minute, what in the world are mobile coupons anyway?

Ok, let’s get to the basics. Basically, a mobile coupon is an electronic coupon delivered to a mobile phone, which can be exchanged for a financial discount or rebate when purchasing a product or service.

In fact, mobile Coupons are commonly used in retail stores, as part of sales promotions, to attract customers in-store or to entertainment attractions and services.

And basically, mobile coupons are available to consumers in three forms:

  1. By text messages
  2. Smartphone applications
  3. Social networking sites

Prepare for trouble, and make it double

As of today, eMarketer projects that in 2016, a total of 46.5 percent of U.S. retailers will offer mobile coupons, up from 42.5 percent in 2015. That share could reach 55.5 percent by 2020 (holy…!).

eMarketer’s recent document, which dates from April 2016 and was supported in its research by the mobile development firm PointSource, states that almost 60 percent os U.S. retail marketing and IT professionals surveyed said that their company used mobile coupons, while 51 percent stated that they offered mobile payments, and another 40 percent said that their company had a loyalty app.

As this may sound quite nice, retailers are having some trouble. They state that they are still experiencing strategic uncertainties while trying to implement mobile, including mobile coupons themselves; even 50% cited strategy integration as the biggest challenge faced.

Other problematics while trying to execute a successful mobile strategy regard complications at uniting marketing and IT departments and the lack of internal resources for doing so (is this familiar for you? heh).

So, the thing is…

Yes, yes, YES… mobile coupons are just plain great, but many ecommerce businesses are still low on scope while exploiting the tremendous value that mobile coupons can provide.

With a nicely done strategy, a mobile coupon can boost sales and increase customer loyalty. Consider it as a fantastic opportunity to highlight a specific product or group of products.

So, what do you think? Are you up to the challenge to implement a mobile coupon strategy for your brand? Do you think it’s worth the struggle? Please share your thoughts, comment and subscribe!

Image: ShutterStock

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