The number of mobile coupon users is expected to increase by 30% in 2013 to 500 million as Coupon Apps are launched in social networks, according to a new report.
Juniper Research’s new report ‘Mobile Coupons: Strategies, Opportunities & Forecasts 2012-2017’ report revealed that rise in mobile coupon usage will be supported through the integration of couponing platforms into the major social networks.
The newly launched Apple’s Passbook is also anticipated to fuel both coupon deployments and implementation, the report revealed.
According to the report, brands are also shifting from using coupons to fuel footfall to schemes designed to expand longer-termrelationships with consumers.
The delivery and redemption data analytics were being deployed not simply to measure the progress of a campaign but to estimate the type of offers to be tailored for different individuals.
Conversely, the report alerted that retailer unwilling to upgrade Point of Sale (POS) terminals for authentication and redemption has been a restricted access, which is effectively restraining the employment of mobile coupons.
Juniper Research research director Windsor Holden said: "POS terminals can have a lifespan of a decade or more, so understandably retailers are wary about disrupting the terminal lifecycle and investing in new technology – whether NFC or barcode scanner – without being able to demonstrate a clear return on that investment."