According to a recent eMarketer report, the majority of retailers have adapted the use of mobile coupons as a marketing channel. Retailers, however, are still experiencing “strategic uncertainty,” citing big challenges when it comes to implementing mobile.
“Almost 60 percent of U.S. retail marketing and IT professionals surveyed said their company used mobile coupons, the highest of any mobile tactic or technology,” reports eMarketer. “Another 51 percent offered mobile payments, and 40 percent said their company had a loyalty app.”
“Retail marketing and IT professionals in the U.S. commonly said integrating mobile strategy into their company’s overall marketing strategy was one of the biggest challenges of executing mobile successfully,” notes eMarketer. “(More than) 50 percent cited strategy integration as the biggest challenge faced.”
Currently, eMarketer projects that this year 46.5 percent of U.S. retailers will offer mobile coupons, up from 42.5 percent in 2015. That share could reach 55.5 percent by 2020.