Mobile Loyalty Cards to Reach 3bn by 2020, Doubling over Five Years
Cards Linked to Mobile Apps Experience Rise in Activity Rates
Hampshire, UK –8th
February 2016: 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
- 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, the 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, the new 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.
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.
The complimentary whitepaper, How OEM-Pay is Disrupting the Contactless Payments Landscape
is available to download from the Juniper website together with further details of the full research and the attendant Interactive Forecast Excel (IFxl).
Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.
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