Monday, December 17, 2012

No Shortcuts On The Path To Paperless Coupons

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.  

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