Consumers are increasingly embracing mobile coupons and turning away from print coupons, this article notes. Retailers can use these offers in a timely way to combat showrooming and engage consumers via their devices as they shop, observes John Faith, senior vice president of external affairs at RetailMeNot. "The future of mobile couponing lies in ease of use for consumers and new controls and performance insight for merchants. Merchants and coupon distributors are increasingly using multiple points of data from a mobile device to serve contextual coupon content to their audience," Faith said.
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