• Retail Top 100 2012, No. 10: Mobile coupons

According to a study by Group SJR and Liz Claiborne Inc. conducted among 801 smartphone and tablet owners between the ages of 18 to 64, half said they planned to scan barcodes more often to get additional information about a product, suggesting that barcode scanning is poised to go mainstream within the next few years. Citing an increase in mobile payment systems, better targeting technologies, and budget-friendly marketing techniques, Juniper Research analysts believe mobile coupons will be key to driving in-store purchasing with potential for exponential growth that could result in a market worth $46 billion by 2016.

According to a survey commissioned by AT&T, 66 percent of respondents agree that mobile barcodes will drive new mobile marketing campaign concepts in the next year. The majority of executives surveyed believe mobile barcodes represent the greatest area of potential for innovation in 2012.

SpyderLynk CEO Nicole Skogg believes mobile barcodes “offer unmatched opportunity to increase brand value by adding measurable interactive functionality and richer consumer engagement.”

Prosper Mobile Insights has found that a majority of survey respondents had used their smartphones or tablets for some type of shopping behavior. Of the 348 smartphone and tablet users surveyed, 67 percent agree that location-based coupons are “very convenient and useful,” while 42 percent had used their smartphone or tablet to scan a barcodes or present a text message or promo code to a cashier. Forty percent had made a purchase directly on a mobile device, and 36 percent had scanned a QR code. A major hurdle facing QR code acceptance has been that most mobile phones do not come equipped with the requisite scanning capabilities, although marketers expect that 2D barcode readers will be standard issue for smartphones beginning in 2012.

Download the complete Top 100.

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