As retail and e-commerce executives take a collective breath and look back on 2014, they will no doubt be contemplating how in the coming year to best appeal to consumers who have turned mobile devices into the performance-enhancing drug of the couponing game. However, the benefit is more than mutual as mobile coupons are a key driving force behind a brand’s mobile marketing success. In fact, in a 2014 Luth Research survey of U.S. smartphone and tablet users – 80% said coupons and deals were the number one reason they subscribed to a brand’s e-mail program. The coupon/deal pair was also rated number one when participants were asked why they opted in to receive text messages (77%), push notifications from brand apps (52%) or followed brands via mobile social media (63%). Coupons and deals draw consumers to mobile ads as well – one-third cited a deal or coupon as the main driver for motivating them to interact with mobile advertising.
Beyond engagement, with regard to translation into sales, mobile coupons (m-coupons) are indeed driving consumer purchase and propelling m-commerce. The Luth Research study found 73% of respondents made a purchase because of the coupon/deal offered in the mobile e-mail and nearly half of those who bought did so on their mobile device.
Source: Report: Mobile Commerce Deep Dive. (2014). e-Marketer.