Gartner Research

Consumer Survey Shows What's Ahead for Retail Coupon Management

Published: 14 May 2012

ID: G00225185

Analyst(s): Gale Daikoku


Recovery continues to fuel consumer appetite for coupons, while creating new operational challenges for multichannel retailers. This research looks at the evolving coupon landscape and advises enterprise architects who must partner with the business to navigate the process and technology challenges.

Table Of Contents

What You Need to Know


  • Paper Coupons Are the Dominant Format Used by Customers
    • Gartner's 4Q11 Consumer Survey Results
  • The Changing Nature of Coupons: Location-Aware Technologies and the Influence of Social Media
    • Gartner Survey Results on Social Coupon Site Membership
    • Gartner Survey Results on Smartphone Apps and Registering Phone
  • Challenges With Redemption
  • The Variety of Coupon Sources Creates New Complexities for Offer Management, Especially for Valued Customers
  • No Vendors Can Manage the Holistic Process or Coupon Hub … Yet
  • Recommendations

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