Will mobile phone discount vouchers become the new face of loyalty schemes?

Mobile phone discount vouchers and iPhone apps look certain to revolutionise the way consumers use discount vouchers in retailing.

“Paper vouchers look likely to become obsolete in the near future, as targeted virtual vouchers continue to drive customers through their smartphones - the channels that really speak to them,” says Richard Wood, managing director of ecommerce consultancy Gillissa.

Retailers need to use the popularity of smartphones to their business advantage and offer voucher codes and giveaways on sites such as Twitter. “These have a huge outreach and are a great way of speaking directly to your target audience,” says Wood.

Shoppers can also download smartphone apps that will automatically send them vouchers for retailers that are close to their physical location, download the voucher onto their smartphone and then show it to staff at the checkout to gain their discount. Some websites also offer discounts by text for those without smartphones.

A personalised voucher based on browsing activity or registered interests means the customer receives a relevant discount that is far more likely to be used than a speculative one. “This is where data capture from mailing lists comes in handy,” adds Wood. Used correctly, mobile phones provide an opportunity to listen and observe what customers want.