Tag: mobile coupons

Mobile commerce is changing consumer behavior

New report from comScore highlights a shift in consumer behavior, linked to mobile shopping

People are beginning to change their shopping habits due to new mobile services that are becoming available to them. A new report has been released by comScore that highlights this shift in consumer behavior. Traditionally, desktop and laptop computers have dominated the e-commerce space. This has begun to change as mobile technology begins to play a more important role in society. Consumers are becoming more mobile-centric and they are beginning to demand services that cater to their interests.

Mobile searchers are more likely to lead to actual purchases

The report shows that approximately 61% of searches on laptop and desktop computers resulted in a local purchase, while 78% of searchers on smartphones resulted in such purchases. Consumers appear to be more active in searching for products on mobile devices than on stationary computers. Mobile searchers are more likely to power sales, which is why more businesses are beginning to take steps to engage mobile consumers more aggressively.

Consumers are more likely to use mobile websites than applications when shopping online

mobile commerce - consumer evolutionThe report shows that approximately 7 in 10 consumers prefer mobile websites over applications when they are shopping online from their smartphones or tablets. Notably, mobile websites are more favorable among tablet users. This has to do with a tablet’s larger screen, which makes navigating a mobile website easier and more enjoyable for a consumer.

Electronic coupons are successful in promoting mobile commerce among consumers

The report also notes that 75% of mobile consumers make use of electronic coupons when t hey are shopping online. These coupons are issued by retailers as an incentive for mobile shopping. Sometimes, these coupons are part of loyalty programs that are specifically designed with mobile commerce in mind. Electronic coupons have proven that they are quite effective at encouraging mobile shopping, helping retailers find more success in the mobile commerce field. Notably, the majority of mobile transactions are made during the holiday season, where consumers use their smartphones and tablets to avoid long lines at retail stores.

Mobile coupons usage could nearly double in three years

This form of online and mobile marketing is predicted to grow in popularity.

According to a new report from Juniper Research, the number of eCoupons redeemed will rise almost two times by 2017, increasing from 16 billion in 2014 to more than 31 billion in 2019, and the report claims that redemptions will be driven mostly by mobile coupons.

Many shoppers look for mobile or online coupons before making a purchase.

Print-at-home coupons are not as popular as coupons that can be redeemed online or barcode based coupons that can be scanned and redeemed in stores. The report suggested that consumer behavior is changing. More consumers are engaging in eCouponing and are choosing to search for online or mobile coupons before they make purchases in-store or on the web.

The report cited that on retailer websites, as well as VoucherCloud and other aggregator sites, there was a sudden increase in visits to these site’s couponing sections. Also, the number of consumers storing coupons on devices via wallet apps such as Samsung Wallet, Google Wallet or Passbook, to redeem these digital coupons at a later time, is on the rise.

When mobile coupons or any eCoupon is deployed correctly, this increases CLV.

Mobile CouponsThe Juniper Research study argued that analytics regarding consumer purchase patterns were necessary to enable an increase in Customer Lifetime Value (CLV). According to the report’s author, Dr. Windsor Holden, “Coupons should offer discounts on products that a consumer might be interested in purchasing, rather than those purchased on a regular basis.” Holden added that “Otherwise, coupon redemption represents a loss to the brand or retailer.”

Other report findings included that one of the primary adoption hurdles is many retailer POS lack scanning infrastructure. Moreover, when couponing platforms are integrated with leading social media, this presents considerable opportunity for the delivery of targeted offerings. In addition, the report found that there is less of an opportunity for targeted couponing when high profile data thefts occur because they can lower the uptake of store loyalty cards, which can negatively impact targeted couponing.

Nevertheless, based on what the report has found it is very likely that there will be an increase in the adoption and redeeming of eCoupons and mobile coupons in upcoming years.