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Friday 17 November 2017

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Digital coupon redemptions ‘set to surge’

Written by Chris Lemmon
14/11/2017

A new study from Juniper Research has found that the value of digital coupon redemptions will surge to $91 billion by 2022, up from $47 billion in 2017.

The research found that the dominant mobile channel will be led by in-app coupon redemptions towards the end of the period, overtaking SMS – a channel which is also growing well.

Juniper found that the largest volumes of coupon redemptions will be generated via app-based platforms by the end of the period, as providers see increased preference for the loading of both one-time and loyalty-based incentives for use in store. The research identified three stand-out technologies showing significant disruptive potential:

• Chatbots
• QR Codes
• Invisible payments

For the first time, Juniper has quantified the volume of chatbot coupons as 25 million this year, with this set to reach 1.1 billion by 2022. The technology will enable greater personalisation of offers; particularly through use via social media, and at a fraction of the cost of using human operatives, and will aid in driving commerce transactions both online, and in store.

The research also found that mobile will account for nearly 80 per cent of all coupon redemptions by 2022.

Research author Lauren Foye explained: “SMS remains a vital channel in reaching consumers, whereby a phone number acts as a unique ID in delivering one-time offers. Consumers are more receptive to personalised offers delivered via this channel, being protected by stringent regulation in Western markets which prevents high volumes of spam, compared to arguably less customer-minded channels such as email.”



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