Rovertown report flags best practices for mobile app coupons — Retail Technology Innovation Hub

Rovertown, a mobile app platform designed for convenience retailers, has released a report revealing the best practices for success with mobile app coupons.

Based on an analysis of dozens of convenience store apps from 1st January – 31st December 2023, this reveals the top performing categories of coupons, helpful tips, and two couponing tactics utilised by best-in-class retailers.

“Coupons are one of the most direct ways to convert app engagement into sales. That’s why it’s essential to have an effective strategy,” says Tyler Cameron, Head of Strategy and Analytics at Rovertown.

“Our analysis reveals several insights that will help retailers level up and drive better results with coupons.”

Highlights include:

Retailers see an immediate, 18 point increase in the retention rate of app users once they redeem just one coupon.

Coupons with free items performed 408% better than coupons with reduced price points, but retailers should exercise caution. The added cost of free campaigns means it may make sense to instead offer meaningfully reduced prices.

Fountain drink coupons drove 799% more redemptions in total, across the Rovertown platform, compared to the average category of coupons. Energy drinks took second place (396%) and candy rounded out third. (383%).

Retailers using two tactics – Surprise and Delight and Reduced Price Point, Limited Choices – saw increases of 460% – 780% over the average retailer based on the per cent of users redeeming coupons and the number of coupons redeemed per user.


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