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A 2008 study by Jupiter Research estimated that retailers send out nearly three billion mobile coupons per year worldwide. Mobile couponing, or e-Coupons, have yet to be widely adopted in the United States, but they have seen much more success. There are many advantages of mobile coupons. They are much more tailored to the needs of the specific consumer and less costly. Moreover, you do not have to be clipped and carried around. More importantly, you can use anywhere and anytime almost every corner of the world. Most mobile coupons are sent via text message. You have only 160 characters (or 70 non-Latin characters), including spaces, to convey your message. A short code is a five- or six-digit phone number that can be dialed as a destination for a text message. Initially, SMS was used as a way for carriers to communicate with their subscribers. It offered a significant cost savings over traditional voice calling and allowed recipients to view and respond to the text message at their discretion. Now, in 2009, it is estimated that more than 74% of mobile subscribers are active users of SMS, and more than 90% of the mobile marketing revenue comes from SMS messaging. The major benefit is that when tickets are sold electronically, staff does not need to work at the ticket counter, because tickets can also be delivered directly to the mobile phone. If you’re dashing into the supermarket to pick up milk and bread, don’t use a basket. Baskets induce people to buy more. If you’re limited to what you can carry, you’re more likely to avoid impulse purchases. Only use a basket (or shopping cart) if it’s absolutely necessary. The size and scale of coupon promotions can also pose challenges, as coupons distributed in non-traditional ways (such as digital or at-shelf coupons) may be redeemed by too few consumers, over too long a time frame, to be read via regression models applied to national or market-level sales data. “Digital coupons, especially, are like a whisper in a hurricane,” according to Jim Simon. Marketing mix modeling certainly has its place in the marketing analytics toolbox, but it leaves many questions on coupons unanswered. From above you see coupon is a means as well as an end in everyone’s life. Use coupons when necessary and you will find you save yourself a big bunch of money. So enjoy your experience of finding coupon and enjoy shopping. You will find the result totally satisfactory.
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