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Mobile marketing using coupons boosts in store sales

JT | August 27, 2014

New research has shown that by sending smartphone users discount offers, these consumers will head out and shop.

The results of research conducted by Forrester Consulting has now been revealed, and it has found that when mobile marketing includes the use of digital coupons that are received and redeemed by consumers through the use of their smartphones, those individuals are more likely to make a purchase to take advantage of the discount offer.

Even if these consumers don’t shop over mobile commerce, they will still use the coupons over desktop or in person.

Still, regardless of the fact that the vast majority chose to use the coupons received over mobile marketing to shop using a desktop computer or at a brick and mortar store, the research still showed that 25 percent of those who did act on the savings did so over m-commerce channels. The study was conducted in the United States during June 2014. It surveyed consumers with regards to the use of digital coupons.

This mobile marketing study showed that 33 percent of respondents switched to desktop to shop.

Mobile Marketing - Coupon It also found that another 27 percent chose to head to brick and mortar retail locations in order to use the digital coupon and take advantage of the savings that it offered. Fourteen percent of the respondents said that they used the coupons they received in order to make a purchase over a tablet device. That said, the tablet figure was far larger than those who used mail order catalogs or call centers, which accounted for only 2 percent of the purchases that were made using the digital coupons.

The vast majority (55 percent) of the respondents said that they had found the discount offers after having conducted a search, and/or after having received one in an email (57 percent). About one in three said that they used an app related to coupons in order to discover savings opportunities.

It has been speculated that many of the people who responded to this mobile marketing technique by way of a purchase in store did so because they had researched the product or had specifically looked for a coupon while they were already in the store.

Mobile commerce sales in the U.S. to grow by 74 percent this year

Rebecca | August 27, 2014

Research released by Internet Retailer has shown that smartphone based shopping is rapidly gaining popularity.

It is no mystery that making sure that a store has an online presence – especially one in which products can be researched (or, even better, purchased) – is an important element in improving a retailer’s successes, but recent research is also showing that mobile commerce needs to play a bigger role in this effort, as consumers are looking to their smartphones and tablets on an increasing basis when it comes to finding the products and services that they want to buy.

A recent study involving the data from 366 American retailers has shown that m-commerce sales will be up 74 percent.

The study was conducted by Internet Retailer, which looked at U.S. retailers and their mobile commerce strategies. This was published in the 2015 Mobile 500. What it determined was that this year’s sales over smartphones and tablets would reach $59 billion, which is an increase of 74 percent over the $34 billion in sales that was achieved last year. Moreover, it also predicts that sales over smartphones and tablets will make up 23 percent of the online sales total for this year in the United States.

This shows that the pace of mobile commerce is growing faster than that of online shopping, overall.

U.S. Mobile Commerce on the rise In the second quarter of this year, the online retail sales – including purchases made over desktop computers, laptops, and mobile devices – rose by 15.7 percent, said the Commerce Department. While this is certainly a solid rate of growth, it is also very clear that it is much lower than the increases being seen in m-commerce sales.

The two companies that achieved the highest mobile sales so far in 2014, with a combined $30.8 billion, are Amazon.com (in first place) and Apple (in second place). Those two companies, alone, hold a 47 percent share of the Mobile 500 smartphone and tablet based sales total.

That said, the report also acknowledged that mobile commerce as a market is nowhere near mature and there is still a great deal of room for growth among existing players as well as among new entrants.