Digital Commerce in Retail: Mass Distribution and Acceptance of Mobile Couponing January 2015
Across the world, merchants and brands use offers and coupons to engage new and existing customers. They increasingly want to be able to distribute digital offers that can be accepted efficiently and securely using smartphones and tablets. Consumers are less likely to forget mobile coupons and are more likely to redeem them. Mobile coupons, supported by loyalty programmes, could make it much easier for merchants and brands to capture the data they need to build a closer relationship with consumers, offer a tailored experience and fully measure the effectiveness of campaigns.
However, the digital coupon market and, by extension, the mobile coupon market, is highly fragmented with a myriad of proprietary solutions in use today. There is limited interoperability between merchants, coupon clearing houses, point of sale suppliers, brands, app developers, distributors and mobile operators.
Drawing on the output of workshops run jointly by the GSMA and GS1 UK, who are actively supporting the development and implementation, this paper proposes a consistent interoperable framework, and related processes, for the mass distribution and acceptance of digital coupons via multiple mobile operators and other distributors. To minimise the complexity and cost of implementation, the proposed solution aims to leverage, where possible, the technologies and business processes that have already been adopted by brands and merchants.
This co-authored white paper from GSMA and GS1 UK identifies four standardised elements and related application programming interfaces (APIs) that could be used to enable a consistent and interoperable framework for the distribution and acceptance of digital coupons by multiple merchants and brands across multiple mobile operators and distributors.
The framework and accompanying processes outlined above have already been partially implemented in several markets, such as Belgium, Luxembourg, and Spain. In Italy, mobile operators are working with brands, merchants and existing hubs to develop a similar framework.
Download the paper: Digital Commerce in Retail: Mass Distribution and Acceptance of Couponing. It is divided into six main sections:
• Couponing today
• Enabling mass distribution and acceptance
of digital coupons
• The consumer experience
• Actual implementations and example use cases
• How the mobile industry can support the retail ecosystem
• Conclusions and next steps