Its official, we’re a nation that loves coupons and more precisely mobile coupons. Recent research shows that 29% of British shoppers have used a mobile coupon vs only 15% of shoppers in the US. Not only that but 71% of the British consumers surveyed showed an interest in having coupons delivered to their mobiles.
Retailers are picking up on this consumer trend according to a recent report by the IHL Group and RetailConnections with 54% of retailers contacted saying they plan to put in place m-couponing systems within the next 12 months.
More convenient for the consumer as they benefit from the timely, targeted nature of the digital communication, this shows in the high redemption rates attributable to coupons distributed digitally: 10-15% compared to an overall 1.2%.
Here’s an article I found on Adotas written by Bryce Marshall. All of his rules ring true but it was particularly the first one that really struck a chord with me:
Old rule: Taking a “wait and see” approach to mobile, or employing an under-funded “toe-dipping” methodology.
New rule: The consumer is mobile. This is a reality. In 12 to 18 months, the mobile landscape will be forever changed. The “wait and see” and “toe-dip” approaches will land your brand squarely in the consumers’ rear-view mirror. At minimum, a brand’s mobile strategy and budgets should be aligned to create mobile-friendly experiences across key digital touch points and critical business services.
Well Econsultancy has published their latest statistics on mobile internet usage and trends from both here in the UK and Europe. I’ve picked out a few of the interesting ones:
Well Amazon have entered the fray and have added a nice new feature to their iPhone mobile shopping app. Users can now scan a barcode on a product and instantly get matching product and pricing information from Amazon’s catalogue allowing them to comparison shop as they are are walking through a store.
According to Amazon, its sales from mobile devices surpassed $1 billion last year so this new added functionality is only going to help drive this revenue stream.
This follows eBay and Google who have both already made their entries into this space. eBay recently purchasing RedLaser and Google adding barcode scanning to their Product Search last year.