Tuesday, 09 February 2016 00:06

3 billion mobile loyalty cards by 2020: doubling over 5 years

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Mobile loyalty cards - which are linked to apps - are experiencing a rise in activity rates, according to new research looking at mobile and online coupons.

A new study from Juniper Research has found that more than 3 billion loyalty cards will operate as mobile-only or be integrated into mobile apps by 2020, up from 1.4 billion last year.

The new research - 'Mobile & Online Coupons: Redemption, Loyalty & Consumer Engagement 2015-2020,' which as always in on sale at relevant prices to relevant parties, found that ‘brands and retailers are increasingly responding to consumer demand for mobile integration, with many now offering customers the opportunity to store their loyalty cards within a dedicated digital wallet.’

Crucially, says Juniper, its new research ‘argued that the improved targeting and personalisation made possible by digital coupons was leading to greater activity rates, thereby resolving a key failing of traditional schemes where the lack of relevant offers had resulted in a downturn in usage.’

Retailers See Wide Variety in Loyalty App Uptake

However, Juniper says its research ‘found wide variations amongst retailers and other reward card providers with regard to the extent of digital loyalty integration.’

In the UK, it observed that around 40% of Nectar Card holders had acquired the loyalty app by late-2015, but less than 4% of Tesco Clubcard holders.

It found a similar disparity between US retailers Walgreens, where 61% of card holders had linked their card to an app, and Target which had only 27% of cardholders linked.

More below, please read on!

According to research author Dr Windsor Holden, “These disparities are likely to result from a number of factors.

“While in part they may reflect the level of satisfaction with the app and, or the features it offers, they may also be attributable to a greater degree – or greater success – of retailer marketing of their digital loyalty options.”

The research warned that retailers that did not offer mobile integration were likely to have far lower levels of visibility on consumer activity.

As a result, it cautioned that they would be at a disadvantage when seeking to tailor offers and thereby increase the lifetime value of the consumer.

As per usual, there is a complimentary whitepaper, entitled ‘Coupons ~ Personalisation Goes Hyper’, which Juniper makes available with additional detail in the hope that the aforementioned relevant parties will buy the full report to read and take advantage of all the findings.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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