Mobile Integration, Digital Coupons Key to Consumer Engagement With Retail Activity, Says Juniper
Improved targeting and personalization made possible by digital coupons is leading to higher activity rates as brands and retailers respond to consumer demand for mobile integration, said a Juniper Research report Monday. The research cautioned that retailers not offering mobile…
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integration will likely have “far lower levels of visibility on consumer activity” and be at a disadvantage when trying to customize offers and increase lifetime value of the consumer. More than 3 billion loyalty cards will operate solely on mobile devices or be integrated into mobile apps by 2020, up from 1.4 billion last year, said Juniper. The research firm found wide variations among retailers and reward card providers on digital loyalty integration. In the U.S., for example, 61 percent of Walgreens customers had linked their card to an app, while only 27 percent of Target customers had linked. The disparity is attributable to two possible factors: the level of consumer satisfaction with the app’s features and retailers’ success marketing their digital loyalty options, Juniper said.