Mobile coupons just may push out paper coupon clipping the way onlne medai has affected print newspaper. An industry report found that consumers spend more and are more apt to adopt new technologies when offered a mobile coupon. Overall, 43% of mobile users have used a mobile coupon and 26% increase their basket size when using one. A personalized coupon motivates 39% to spend more and 60% would adopt mobile payments if offered coupons.
This report focuses on convenience stores which are showing some of the largest growth in all of retail. The highest redeeming categories are energy drinks (43%), soda (17%) and juice (15%) while free offers had, unsurprisingly, the highest redemption rate (15%) followed by BOGO (7%) and money-off (3%). Interestingly, 65% of consumers redeemed a mobile coupon within 5 minutes of seeing it. In the case of convenience store coupons, the evening commuter period were found to be the most responsive time for mobile coupons. This finding highlights the importance of targeting coupons at the right time, and when the target audience are in the right place. The retailer can now target a specific promotion in a specfic day part such as a coffee promo for morning or hot dog promo for lunch.
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