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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