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BizReport : Ecommerce : January 25, 2016

Mobile to influence more couponing

Mobile is becoming an important channel for couponing. Consumers are using mobiles both in-store and before entering to find coupons and coupon codes to use in their shopping. According to one expert, mobile will become even more important over the next year.

by Kristina Knight

Kristina: How has digital couponing changed over the past year?

Kate Atty, Director of Marketing, Persio: In 2015, nearly all mobile users searched for coupons on their phone. Usage and redemption has been on an upward trend for the past several years, and retailers have responded by incorporating coupons into their overall strategy, fueling the cycle by making it easier for shoppers to find and use them. reported that heavy coupon users spend 114% more than non users, and actually shop 47% more often than others. In 2015 we saw many retailers adopt innovative tactics to fuel the growth of this trend.

Kristina: What role is mobile now playing with digital coupons?

Kate: In all likelihood, mobile is the reason for the resurgence of coupons of late. The simple convenience of being able to add and store a coupon on the device until it's ready for use eliminates any of friction for users of printed coupons. Mobile coupons can include a countdown timer showing how long the user has until it expires, or associated calendar alerts notifying customers of validity window. This prevents frustration of a shopper who gets to the counter only to realize the coupon has expired and choose between paying full price or abandoning the items altogether.

Kristina: Are retailers making the most of coupons?

Kate: Some are, but many still have a suboptimal user experience when it comes to acquiring coupons. Jo-Ann Fabric & Craft Stores features a "take it with you" option on the coupons section of their site, where shoppers can simply select the offers they want, check "take it with you," prompting a pop up where they can and enter in their mobile number or email. The offers they selected are immediately sent directly to their phone, email, or both based on their selection. This experience stands in stark contrast to printing the entire web page of coupons, cutting them down and not losing them before getting to the store, as is the case for many retailers still offering printable coupons on their site.

Image via Shutterstock

Tags: couponing, ecommerce, Persio, retail, retail coupons, retail trends

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