Consumers are still thinking of coupons as paper items rather than an e-commerce product, and this is one of the key factors holding back mobile coupons, says Demandware's Gary Lombardo. Another hurdle is presented by the fact that in-store coupon systems are separate from the mobile channel, complicating matters for retailers. "In the long term," Lombardo says, "retailers are going to need to figure out how to make mobile coupons truly multichannel."

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