The independent survey, undertaken on behalf of Mobilitrix and Shoprite, also showed that 43% of respondents indicated they mostly received in-store coupons, 13% used general paper-based coupons and 18% mostly received vouchers in the form of gift cards.
The latest findings suggest that targeted marketing campaigns are set to become more specific and relevant to the consumer and bring new feet into stores amongst those mobile users keen to engage with retailer and brands offering vouchers.
With the overriding majority of South Africans using mobile phones and a significant majority eager to receive mobile vouchers, the real time ability for direct customer engagement for brands and retailers now becomes a reality. Better understanding the customer data and tracking this to costumer-generated results from mobile surveys provides the new standard in marketing in a digital world.
Ensuring ease of adoption, mobile vouchers and coupons are receivable via any mobile phone and these phones do not require any software upgrades from the consumer side. Furthermore, from the retailer side, there is no requirement for new hardware upgrades. As brands connect directly with their customers through intelligent digital vouchers offered by Mobilitrix, the loyalty factor is more significant, with immediate rewards for the customers and in return invaluable consumer information for the retailer.
Given the importance of green technology, the Mobilitrix innovation is also set to add significant environmental advantage, displacing the previous paper coupon system and print marketing strategies that have been in use until now.
"There are a variety of products and services, which consumers have indicated they want vouchers for," notes Mobilitrix CEO Chris Rolfe. "Specifically the FMCG, specialist retailers and the hospitality sectors look most likely to benefit from this consumer interest in targeted loyalty rewards.
"The mobile voucher research has also shown that some attention is needed when it comes to educating consumers on the 'how to' of using a mobile voucher. However, it is a simple challenge considering the huge upside for those brands and retailers who get it right from the start."
