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BizReport : Mobile Marketing : November 11, 2010

54% of retailers to put m-coupon systems in place in next 12 months

Retailers are wising up to the trend in mobile coupons, according to a recent report by IHL Group and RetailConnections. Many are set to implement systems that will allow them to delivery coupons direct to a consumer's mobile phone.

by Helen Leggatt

Half of all the retailers surveyed reported that, within the year, they will have systems in place to allow coupons to be dispatched to customers' mobile phone and scanned at point-of-sale.

Recent research in the U.K. and U.S. by mobile transaction network mBlox found that British shoppers use mobile coupons more than their American counterparts - 29% vs. 15%.

However, these figures are destined to rise as 71% of British and 42% of American consumers expressed an interest in having coupons delivered to their mobile handsets.

"2011 is poised to be a huge year in the advancement of mobile for retail," said Sean M. Alexander, technology analyst at IHL Group.

"iPhones, iPads and Android devices have all moved past the stage of being cool and into the mainstream."

The coupon has shaken of any stigma attached to its use, perhaps in part due to the convenience of electronic and mobile formats. While only 1.5% of all coupons are currently distributed digitally, redemption rates are impressive at around 10-15% compared to an overall 1.2%.

Tags: m-commerce, mobile marketing, retail

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