Mobile coupons help brick-and-mortar retailers compete with ecommerce

Mobile marketing is quickly becoming a requisite way for any brick-and-mortar retailer to improve its customer satisfaction management.

Mobile marketing is quickly becoming a requisite way for any brick-and-mortar retailer to improve its customer satisfaction management.

According to a recent report from Juniper Research, mobile coupons are a growing technology in the field. The study predicts that by 2016 the global redemption rate of mobile coupons will exceed 8 percent and be worth more than $43 billion.

The report additionally found that mobile coupons have been a particularly useful advantage for brick-and-mortar retailers over their online rivals. However, the current period of mobile coupons is still in an experimental phase, and consumers will need consistent value for retailers to fully jump on board.

"As with all new mass markets there is an initial 'shakeout' period," said David Snow, author of the report. "For the next few years users will be signing up to multiple coupon schemes and deciding on the ones they like best - so now is a crucial time for mobile marketing agencies to get it right on behalf of their clients and establish a loyal customer base."

Mobile coupons also have the advantage of complementing consumers' growing frugality with ease-of-use.