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Juniper Research has released a new set of data that has revealed that in excess of 3 billion loyalty cards will function as mobile-only or be integrated into mobile apps within the next four years leading up to 2020. This will see an increase of 1.6 billion, up from 1.4 billion in 2015.
The new study, titled Mobile & Online Coupons: Redemption, Loyalty & Consumer Engagement 2015-2020, cites that brands and retailers are progressively responding to the demand from consumers increased levels of mobile integration. Many retailers and brands are now even going as far as to offer customers the opportunity to store their loyalty cards within a digital wallet devoted to such services.
Significantly, the study reasoned that the enriched targeting and personalisation made possible through the use of digital coupons was a gateway to greater activity rates, thus resolving a crucial failing of traditional schemes where the absence of appropriate offers had given rise to a slump in usage.
Furthermore, there was a distinct gulf as far as digital integration was concerned across retailers and other reward card providers. Here in the UK, it was observed that in the region of 40% of Nectar Card holders were making use of the loyalty app by the tail end of 2015, whereas fewer than 4% of Tesco Clubcard holders had acquired their version.
Moreover, it was noted that a warning should be heeded for retailers that did not offer mobile integration, as they were likely to have far lower levels of visibility on consumer activity. The results of the lack of mobile integration mean that they would be at a disadvantage when pursuing the chance to tailor offers and in so doing increase the lifetime value of the consumer.
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