Mobile commerce has grown significantly and, moreover, very rapidly. In just three years it has gone from representing 3% of the volume of e-commerce to reach 11%, according to data from comScore. Excluding figures related to travel and tourism, the total amounts to $ 18.6 billion.
Current mobile trends, including coupons, apply significantly, and will lead these figures to grow by 15% by the end of 2013.
How have coupons contributed to that success? One of the main benefits of coupons is their ability to connect with consumers. In addition to offering discounts, coupons help build relationships between stores and customers, and showcase the brand’s or store’s concern for consumers. Mobile coupons also help increase traffic to shops. Having coupons on their mobile devices, without having to print them, encourages customers to approach the physical store to buy items and products.
Another positive element of mobile coupons is in the information they provide. Increased purchases at coupon stores allow businesses to gather consumer information and better link data online with available online.
Mobile coupons have proven useful for pushing sales, both online and in store. The Business Insider (BI) report reports that mobile coupons have a redemption rate of 10%, while paper coupons only get 1%. BI also predicts that mobile coupon users will arrive in the US. To 53.2 million in 2014.
But on the other hand, do coupons serve to maintain consumer loyalty? While it seems that the fact that customers can benefit from savings and promotions through mobile devices, their use allows for infidelity and weakens brand loyalty.
The growing use of smartphones allows you to shop easily, but at the same time makes it possible to compare and search for bargains. A study by Tradedouble shows that the use of price comparators is one of the most popular applications, being used by 32% of buyers, followed by the use of coupons and vouchers discount by 23%. Additionally, 22% are encouraged by the use of rewards and loyalty programs, 20% use the services of daily offers and grouped purchases, and 19% use money-back programs.
Dan Cohen, Tradedoubler’s director, commented, “Big brands are losing influence in the markets because they attach great importance to loyalty and not enough to the price, value, and variety of channels available, including the mobile applications that buyers expect and They ask “.
Fifty-five percent of shop-price consumers admit to buying a product at another competing store after finding a better price on their smartphones.
Thanks to the coupons, which are already used by 44% of the receivers and can be used in both physical and mobile stores, they are a fundamental tactical instrument to combat that customer’s infidelity, encouraging him to return if he has gone or to continue with Working with us.