For decades, manufacturers and retailers have relied on paper coupons and direct mail promotions to push their products and services. It’s a time-tested way to build brand awareness and market share.
Today, about 80 percent of adults use coupons to trim expenses and land deals on a dizzying array of items, ranging from consumer package goods (CPG) to appliances.
However, technology is radically changing the equation. But despite years of talk about mobile promotions, location-based offers, and contextual coupons, companies are finding that the path to paperless coupons is littered with obstacles.