Apple Passbook leading the way on hand-held device coupon usage
San Francisco, CA -- (SBWIRE) -- 02/11/2013 -- The use of mobile devices to attain coupons continues to rise in the modern era of hand-held usage. Mobile devices now are a delivery channel for coupons, and companies are using the new stream in an effort to drive up consumer interest in entering stores or online sites, as well as improve customer engagement and retention, according to Juniper Research.
The report by Juniper estimates that nearly 10 billion in mobile coupons will be redeemed in this year alone. That will mean a 50% increase in overall value from 2012.
Mobile coupons are much higher in redemption rate than the traditional print and PC-delivered coupons, at a rate that is 10-times higher.
"Mobile offers a means of engaging with the consumer at every point in the retail life cycle, from product discovery to product purchase," commented the report's author, Windsor Holden.
The new report predicts that Apple's launch of the Passbook could be like a “catalyst” for the mobile coupon deployment and adoption. Launched in June of 2012, Passbook is an application that enables an individuals to store particular coupons, boarding basses, as well as tickets and mobile payments directly on an Apple mobile device.
Christopher Versace, who is a contributor for Forbes Magazine, stated that Passbook has “hit its groove.” Versace noted that a high number of retailers now offer Passbook-integrated coupons, and "[the] growing number of retail vendors along with the favorable reception from the integration with Major League Baseball can be argued as the tipping point for Passbook," he wrote in a recent article.
Meanwhile, the sheer number of obstacles for mobile couponing is noticed by many as well. Retailers have been reluctant on the whole to upgrade their point-of-sale terminals for the authentication of redemption of coupons from mobile devices, which creates a “bottleneck” that is “suppressing the deployment of mobile coupons.” Another obstacle is that retailers' failure to include expiration dates on certain coupons can cause viral phenomenon that makes it difficult to gain from the coupon attempt.
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