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BizReport : Mobile Marketing : August 23, 2013


The way to consumers' digital wallets is via coupons and loyalty

In its first annual Vibes Mobile Wallet Consumer Report, the mobile marketing technology firm reveals that 6 out of 10 consumers would change their perception of a retailer for the better of they provided special offers and loyalty cards via a mobile wallet.

by Helen Leggatt

From the survey of 1,000 U.S. smartphone owners, Vibes concludes that using their smartphone as a mobile wallet that "eliminates the need for paper items... and expedites the check-out process at their favorite retailers" is what consumers want.

More than one third of (36%) claim they use their mobile phone to shop in store more today than they did two years ago - citing this as the biggest shift in their overall shopping experience

"This research confirms what we've been seeing in the mobile wallet campaigns we have run for our retail customers - a consumer's phone is more than just a research tool," said Jack Philbin, co-founder and CEO of Vibes.

Almost 60% of respondents that use mobile wallets said they would look better upon a retailer if special offers and loyalty cards were sent to it. In terms of delivery, email was the preferred method (46%) followed by text message (20%) and apps (19%).

Among non-users of mobile wallet technology, the most compelling reason to try a non-payment version was receiving better promotions and offers (50%) followed by being able to organize coupons and loyalty cards (43%).

However, when Vibes asked the survey panel for their definition of a mobile wallet, only 27% really knew what they were talking about ("a mobile tool that allows me to both pay for items with my phone and store information") compared with 19% who outright agreed they had "no idea what a mobile wallet is or what it's used for".

Tags: consumer survey, loyalty marketing, mobile payments, mobile trends, mobile wallet, retailer trends, smartphone










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