business news in context, analysis with attitude

Media Post reports that a new study from eMarketer saying that "the number of adult mobile coupon users in the US rose nearly 18% to 92.6 million in 2015. By the end of 2016, mobile coupon users will increase by 11% to 104 million in the US. And Koupon Media (a mobile offer platform) reports 500 million mobile coupons delivered in 2015."

Indeed, the story also notes a "26% increase in basket size when customer uses a mobile coupon" ... that "39% of customers spend more if they receive a personalized coupon" ... that "42% of mobile users have used a mobile coupon" ... and that "60% of customers would adopt mobile payments if offered coupons."
KC's View:
The biggest advantage of this sort of technology is that it offers retailers and suppliers so much more information about efficacy, information that can be acted upon by companies looking to move the needle in terms of purchase behavior.

The companies with the most actionable information, that actually act upon the data, inevitably will be the companies with the greatest likelihood of success.