Mobile Offers Poised for Explosive Growth Following Strong 2016

BY Courtney Huckabay
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Following a year of significant industry growth and widespread mobile coupon adoption, Koupon Media, a mobile offer platform and retail network in the industry, released its third annual State of the Mobile Offer Industry report, revealing key trends shaping the mobile coupon industry in 2017.

Mobile offers are more popular than ever before, with 104 million mobile coupon users in the U.S. alone,” said Bill Ogle, CEO of Koupon Media. “Between the surge of small format retail and the onset of the connected car, marketers are exploring new, innovative ways to deliver personalized, data-​driven, omni-​channel experiences that bridge the gap from online to in-​store sales. As a result, major brands and retailers are fundamentally changing the way they think about marketing to consumers, incorporating mobile offers as a way to not only drive engagement but also increase sales.”

In fact, 27% of American consumers downloaded or redeemed digital coupons on their mobile devices in the past 6 months alone. This comes from the 2017 AudienceSCAN survey results.

Key trends identified in the report include:

  • Cross-​Channel Distribution Drives Success: The number of digital channels used to deliver an offer has an exponential impact on its success. Campaigns that use as many as seven or more channels see an average of more than 200 million offer views.
  • Small Format Retail Outpacing Larger Retail: In 2015, small format retail categories — drug, dollar and convenience stores — outgrew larger format stores such as Target and Walmart by almost 400 percent.
  • Connected Cars Creating New Engagement Opportunities: The connected car services market is expected to reach $150 billion by 2030, creating new opportunities for marketers to reach consumers on-​the-​go. In 2017, Koupon forecasts they will deliver three times more connected car campaigns than the previous year.

Even car washes can take advantage of the digital coupon love! The new AudienceSCAN study found 35% of Digital Coupon Users are hunting for car wash/​detailing services.

In 2016, Koupon launched more than 6,600 unique campaigns that delivered more than 700 million offers to consumers, compared to 200 million mobile offers just a year earlier. Overall in 2016, Koupon’s campaigns reached more than 40 million customers and drove more than 90 million store trips.

Digital coupons and traditional paper coupons can work hand-​in-​hand for retailers. The new AudienceSCAN survey revealed 45.5% of Digital Coupon Users also love their direct-​mailed savings and took action based on those coupons in the past 30 days.

Koupon’s “2017 State of Mobile Offers” report is composed of data from 6,600 mobile offer campaigns that ran in 2016.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.