Couponing in the Digital Age

Good overview piece on digital couponing via NielsenWire. Particularly interesting mention of using cellphones and other devices for coupon acquisition, management and delivery. I have linked with and posted about the company Ecrio, which is doing some very interesting work with their MoBeam effort. See their white paper on the redemption gap. From the Nielsen paper:

" ... Coupons are already well-established as a promotional vehicle in the U.S., with coupon-clipping Americans comprising 86 percent of households and driving 89 percent of all-outlet dollar sales, according to data compiled by Nielsen ...

1. Reduced reliance on paper-based feature and coupon circulation. A race for dominance is taking place with computer-based Internet applications, mobile phones, credit and frequent shopper cards and in-store applications. Global positioning systems (GPS), radio frequency identity tags (RFID), eye movement tracking cameras and similar devices will enable location- and interest-specific promotional offers to be delivered at actionable sites.

2. Electronic or store entrance coupon delivery. Instead of tagging consumers as they leave the store post-purchase, next generation systems will deliver coupons via mobile phones, Internet or in-store devices when shoppers enter the retail location or are in the mood and in the aisle, ready to buy ...

... Integrated strategic promotional planning. Shopper marketing comes of age, dominating the retail landscape, displacing product-centric marketing planning. Technology enables a holistic planning approach that puts the consumer front and center while "benefitting the brand, the consumer, the shopper and the retailer." ... "