I know that for many consumers, clipping coupons is a fact of modern life. Most people would say that being able to save money on the products they buy is a good thing. Issuing coupons also encourages buyers to try new products being introduced to the market. Mobile coupons are starting to become more popular with buyers, and for good reason: they are easy to distribute and don't take up space in a person's wallet or pocket.
All-digital coupons will be the next step in bringing these savings vehicles to consumers. The buyer would simply show his or her smart phone to the cashier, who would then scan the coupon with a handheld device. The information would be immediately credited to the consumer, in the same manner that a paper coupon is scanned.
I can see businesses using mobile coupons in conjunction with their other digital marketing efforts to reach out to buyers in a highly targeted way. Rather than go to the time and expense of printing off a run of coupons, which may or may not reach the companies target market, this method is a more environmentally friendly way to go and will put special offers in front of people who are interested in the message.
Using fully scannable coupons is something that I think we will see more of going forward. A strategy like this is very likely to boost sales for a company, while keeping costs in line.