Rise of Mobile Coupons and Beacon triggered messaging

Mobile coupons are on the rise, which should come as no surprise. This is hardly to say paper coupons are dying, though the economics would imply they should be.

A mailed coupon costs a brand or retailer 25 cents, a printed newspaper coupon costs about 5 cents and a coupon that a consumer prints at home costs a retailer pretty much nothing, based on a recent study by Juniper Research. Only about one percent of paper coupons are redeemed, fueling the natural migration to digital.

More than 31 billion digital coupons will be redeemed annually within three years, up from about 16 billion this year, according to Juniper. And most of those will come via mobile devices. Of the 31 billion digital coupons, almost three quarters (73%) will come via mobile, with most (85%) not printed at home.

The digital writing is on the wall. Now apps enabled with beacon technology can trigger mobile coupons to consumers based on their real time location or proximity to a store. Shoppers who receive beacon-triggered messages appear to be OK with getting them. And in-store beacon campaigns also are impacting shopper behavior, based on a new analysis of tens of thousands of beacon-triggered interactions at a number of retailers. More than half (60%) of enabled shoppers open and engage with beacon-triggered content, according to the analysis by Swirl Networks. Almost a third (30%) of shoppers redeem beacon-triggered offers at the point of purchase.

Swirl created a survey questionnaire and received responses from 307 shoppers who received beacon-triggered content. The survey results showed:

• 73% – Beacon-triggered content and offers increased likelihood to purchase during store visit
• 61% – Would do more holiday shopping at stores that delivered mobile content and offers while they shop
• 61% – Would visit a store with beacon marketing campaigns more often
• 60% – Would buy more as a result of receiving beacon-triggered marketing messages

Though beaconing is still in its infancy, early results from numerous trials are showing positive and measurable results.

About SWIVIO
SWIVIO helps businesses enrich their customers experience by delivering relevant mobile Ads based on context, proximity, location and business type. Unlike many existing GPS based systems, SWIVIO uses latest iBeacon & BLE technology, which is more location accurate. It helps businesses to increase revenues, branding and customer loyalty.
www.swivio.com