This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
This Website Uses Cookies
By closing this message or continuing to use our site, you agree to our cookie policy. Learn More
This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
Candy Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Candy Industry logo
  • News
    • Candy and Snack Trends
    • Supplier News
  • Candy & Confections
    • Chocolate
      • Gourmet Chocolate
    • Better-for-you confections
      • Energy/Snack/Nutrition Bars
    • Gums & Mints
    • Gummies & Jellies
    • Hard Candies
    • Licorice
    • Novelty Candies
    • Snacks
    • Sugar-Free Candy
    • Vegetarian
  • New Products
    • Chocolate New Products
    • Non-Chocolate New Products
    • New Novelty Candy
    • New Snack Products
  • Ingredients
    • Artificial and Natural Sweeteners
    • Candy Flavorings
    • Cannabis
    • Chocolate Ingredients
    • Fats & Oils
    • Fruits & Nuts
    • Healthy Additives
    • Natural Candy Colors
    • Starches
    • Sustainability
  • Top 100
  • Technology
  • Shows
    • Events Calendar
    • Show Coverage
  • Kettle
    • Kettle Awards
    • Kettle Recipients
  • Opinion
    • Blog
  • The Magazine
    • Current Issue
    • Digital Editions
    • Buyers Guide
    • Single Copies
    • Classifieds
  • More
    • Video
    • Classifieds
    • Market Research
    • Webinars
    • eNewsletters
    • Associations
    • Candy Industry Store
    • Custom Content & Marketing Services
    • Top 100 & Sweet 60
  • Contact
    • Advertise
Home » Blogs » Candy Industry Blog » Clipping coupons? There will be apps for that.
Crystal-lindell-author-photo
Crystal Lindell worked primarily at daily newspapers before joining BNP Media in 2010. While here she has worked on Candy Industry Magazine, Food Engineering Magazine and Food Safety Strategies. She holds a master’s degree in public affairs reporting from the University of Illinois – Springfield and a bachelor’s degree in political science from Western Illinois University. And her favorite breakfast is a cup of espresso and Twix bar.
Opinion

Clipping coupons? There will be apps for that.

January 18, 2012
Crystal Lindell
No Comments
Reprints

A new report from Juniper Research has found mobile coupon’s global redemption rate will average more than 8% by 2016 - an eightfold increase over the best paper coupon campaigns. Associate Editor Crystal Lindell looks at what this could mean for candy companies.





By Crystal Lindell
Associate Editor
lindellc@bnpmedia.com
 
I have a confession to make. When I was 26, I was completely addicted to shopping at Express. The store, known for its attractive employees, $80 jeans and bar-ready attire can be in found in any mall in America.

I was lured into the shopping experience by the promise that I too could look like a hot model if only I had the right blouse, but I stayed because of the coupons.

You see, the secret to shopping at a store that charges $80 for jeans, is to never actually pay $80 for jeans. And Express is more than happy to constantly convince you that you’re getting an awesome deal every time you shop there.

But of course, because I’m a 20-something, I don’t go around clipping coupons from my Sunday newspaper (do those things even still exist?). And, to be honest, the ones Express sent me in the mail usually ended up in an early grave at the bottom of my purse.

However, there was one other way for me to constantly get excited about shopping at the store - e-mail coupons. And this is where Express truly shines, because the cashiers at the stores always were able to scan the coupon right off my cell phone screen; no dead trees required.

It was marvelous, even if I did usually leave only after spending at least $100. And it turned me on to the deal of the future - mobile coupons.

While mobile coupons may gain their initial following at clothing and electronic stores, I’m sure candy companies won’t be far behind. And, what a glorious day it will be when I can just pull up a Mars app or a Hershey app, tap “buy one candy bar, get one free” and show it to the cashier.

Of course, the glorious day for Mars, Hershey and candy companies in general is the day consumers are mulling over which treat to buy for the school Valentine’s Day party, and they pull out an coupon app that leads them to grab the pack of Fun Size Snickers.

And it doesn’t have to be just candy companies that target consumers with confectionery coupon apps. Visions of a Wal-Mart coupon app, a Target coupon app and even an app designed to only display candy coupons dance in my phone.

If you’re shaking your head at the thought of all this technology, don’t just take my word for it.

A new report from Juniper Research has found mobile coupon’s global redemption rate will average more than 8% by 2016 - an eightfold increase over the best paper coupon campaigns.

Specifically, the report predicts that by 2016, more than 600 million people will use mobile coupons on a regular basis worldwide. That translates to more than $43 billion in redemption values globally by 2016.

The trend stems from North American and Western European markets playing catchup to the Far East and China, which already have thriving mobile coupon marketing.

As evidenced by my adventures at Express, the report found that “mobile coupons have compelling advantages over their paper and online antecedents and are particularly strategic for bricks and mortar retailers in their quest to regain ground lost to online retailers during the Internet revolution.”

In fact, one of the greatest advantages of the mobile coupon is that it can be individually targeted to consumers based on social media data, past purchases and opt-in programs.

The report warns, however, that the rise in mobile coupon redemption rates will only come after an initial period of experimentation by both coupon issuers and users, during which redemption rates may actually decrease slightly.

After this period, redemption rates will then start to rise steadily.

"As with all new mass markets there is an initial ‘shakeout' period,” explains report author David Snow. “North America and Western Europe are at this stage now. For the next few years, users will be signing up to multiple coupon schemes and deciding on the ones they like best - so now is a crucial time for mobile marketing agencies to get it right on behalf of their clients and establish a loyal customer base. "

Welcome the ground floor of the next big thing people. Now is the time to develop a coupon app for your market, so that by the time consumers expect you to have one, it’ll already be perfect.

Blog Topics

Bernie Pacyniak

Crystal Lindell

Alyse Thompson

Recent Comments

Nutraceutical Product - Renatus NOVA

It is important to eat healthy lunch. According...

Mushroom

Buy from online shopping store or restaurants...

chocolate Stone Melangers and Nut Butter Grinders

Crystal-lindell-author-photo
Crystal Lindell worked primarily at daily newspapers before joining BNP Media in 2010. While here she has worked on Candy Industry Magazine, Food Engineering Magazine and Food Safety Strategies. She holds a master’s degree in public affairs reporting from the University of Illinois – Springfield and a bachelor’s degree in political science from Western Illinois University. And her favorite breakfast is a cup of espresso and Twix bar.
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eNewsletter
  • Online Registration
  • Subscription Customer Service
  • Mobile App

More Videos

Popular Stories

Kinder surprise candy

Kinder brand seeing success in U.S. confectionery market

FDA logo

FDA: CBD not generally recognized as safe for human, animal food

2020 Kettle nominees

Nominees named for 2020 Candy Industry Kettle Award

John Downs NCA

NCA’s John Downs on cannabis: ‘Things are happening so fast’

Mars Galaxy vegan bars

Mars’ new vegan Galaxy chocolate bars highlight growing trend

CIN_ProductOfWeek_360-1.jpg

Events

January 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Healthier Food Options

A recent Nielsen report shows that consumers are calling for healthier options from food manufacturers. Do you think consumers will actually buy healthier versions of their favorite candy and snacks if they’re made available?
View Results Poll Archive

Products

Natural Food Flavors and Colorants, 2nd Edition

Natural Food Flavors and Colorants, 2nd Edition

Although many foods are appealing, and even perceived as natural, in spite of containing synthetic additives, consumer increasingly prefer food products which are fully natural.

See More Products

CIN_ProductSubmissions_360.jpg

Candy Industry Magazine

june 2019 cover

June 2019

The June 2019 issue features an interview with a natural candy color specialist, a look at how chocolate bar makers can stand out from the crowd, our global state of the candy industry, and more.
View More Create Account
  • Resources
    • Archives
    • Buyers Guide
    • Current Issue
    • Contact Staff
    • Food and Beverage Group
    • List Rental
    • Media Kit
    • Newsletter
    • Order Reprints
    • Subscribe
    • Survey And Sample
  • Helpful Links
    • Global Top 100
    • North American Sweet 60
    • New Product Form
    • Connect
    • Want More
    • Privacy Policy
  • Multimedia
    • Videos
    • Galleries
  • Advertise

Copyright ©2019. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing