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Four Keys to Making Digital Coupons More Relevant
The great promise of digital couponing is delivering relevant offers to highly targeted consumers - the right offer, at the right time, at the right place, to the right consumer. The industry has been talking about this since the late 1990s, but it hasn't been until recently that this experience has truly become a reality.
Here are four keys to driving digital coupons in the future:
Target the Consumer Who is Always On
Consumers today are obsessed with being connected to the web - whether it is by desktop, laptop, mobile phone, tablet, or in the office, at home, on the go, or in the air.
Considering the way the market is progressing and morphing with technology allowing us to be mobile in every sense of the word, the way consumers use coupons is changing. In the days before smartphones and tablets, people searched for coupons in newspapers or went to the Internet to print them at home. This behavior will most likely continue as some consumers and brands remain adamant about having the tangible, tactile paper associated with the product on the scanner belt. However, adaptation to mobile is inevitable and will be dramatically accelerated once retailers and clearing houses sort out a process to scan and clear these electronic coupons.
The mobile explosion has gotten ahead of many retailers...
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