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Coupon. The word itself has some odd connotations, doesn’t it? For many, it brings to mind thoughts of spending hours with scissors and the Sunday newspaper, or perhaps that one date who wouldn’t dine anywhere unless they had a coupon.
Those perceptions are changing. The humble coupon is being transformed from a simple purchase incentive into a powerful loyalty and engagement tool, thanks largely to a new life and channel delivery platform on mobile devices. New audiences are being discovered, current couponers are being rejuvenated, and a period of explosive growth is creating a pathway to new payment systems and heightened brand engagement. We’re at the onset of this upswing, and these are three predictions I have for how it will play out.
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