Gartner: Mobile coupons to become critical to customer retention
Digital promotions are becoming increasingly critical to acquire and retain customers, with mobile device-based coupons expected to become key to retaining the most valuable, according to Gartner.
The majority of participants in a recent Gartner Retail Peer Forum indicated that they were already working on one or more digital programmes across multiple channels ranging from text messaging and mobile commerce to the mobile replication of websites.
Digital coupons were already the most popular form of promotional activity for the mobile channel, however, and the trend was only set to continue as the rise of the so-called ‘digital consumer’ continued to reshape the buyer/seller relationship.
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