In today’s retail landscape, where digital and physical shopping experiences are increasingly interconnected, mobile coupons are emerging as far more than just a short-term promotional tool. They now play a strategic role in both driving immediate consumer action and generating valuable first-party data.
Once primarily used to drive footfall or support product launches, mobile coupons have evolved into a key asset for UK brands and retailers seeking to deepen engagement and better understand their customers. Their strength lies in their dual capability: encouraging immediate purchase decisions while capturing meaningful behavioural insights.
Our research shows that 57% of UK shoppers say money-off vouchers strongly influence their purchasing decisions, and 68% would even consider switching supermarkets if their usual one didn’t accept a coupon. These figures highlight the growing influence of mobile offers not only on sales, but also on loyalty and brand preference.
Privacy, trust and the value exchange
As data privacy becomes a core concern for both consumers and regulators, brands must prioritise transparent, compliant methods of collecting and using data. Mobile coupons support this shift by offering a clear value exchange: shoppers opt-in and voluntarily share personal data – such as email addresses, shopping habits, and brand preferences – in return for clear, tangible rewards.
This value exchange forms the basis for more personalised, relevant campaigns that reflect real-time customer behaviour. In fact, 69% of shoppers we surveyed said they’re happy to share personal information when they receive coupons through loyalty schemes. This consented data enables brands to deliver hyper-targeted offers, track shopper journeys from digital impression to in-store redemption and build more relevant and connected customer experiences.
By moving beyond transactional interactions, mobile coupons help foster lasting relationships. When integrated with loyalty programmes, mobile coupons become an engine for sustained growth – turning occasional shoppers into repeat customers and enhancing customer lifetime value. And with every interaction, they help brands refine their understanding of who their customers are, how they shop, and what they respond to, laying the foundation for smarter, more agile marketing.
Integrating mobile coupons into retail media strategies
As Retail Media Networks (RMNs) gain traction in the UK, they offer brands new opportunities to engage shoppers closer to the point of purchase. When combined with mobile coupons, RMNs become even more effective, delivering measurable, real-time impact across multiple touchpoints.
Here are five key ways mobile coupons elevate retail media strategies:
1. Optimise campaigns in real-time based on in-store behaviour
Mobile coupons offer granular visibility into campaign performance, enabling brands to track redemptions by SKU, store, and individual shopper. This allows marketers to quickly scale successful campaigns or adjust underperforming ones – maximising return on investment through agile optimisation.
2. Boost loyalty programme sign-ups
Mobile coupons are a powerful incentive to join retailer loyalty schemes. When integrated into digital channels such as apps or e-commerce platforms, they provide instant, tangible value that drives both sign-ups and sustained engagement – marking the beginning of a longer-term relationship with the customer.
3. Power social campaigns with geo-targeted offers
UK retailers already collect rich behavioural and geographic data. By integrating this data with mobile coupon platforms, brands can create hyper-localised, highly relevant social campaigns – such as offering a discount on a product available at the shopper’s nearest store. This boosts both relevance and redemption rates.
4. Leverage basket data for smarter promotions
Using real purchase history, brands can tailor offers based on actual buying habits rather than assumptions. A shopper who regularly purchases premium coffee could receive a targeted coupon for a new artisan blend. These personalised touches demonstrate an understanding of customer preferences, fostering loyalty and increasing average basket value.
5. Create interactive in-store experiences
Mobile coupons can turn static in-store displays into dynamic touchpoints. By using QR codes on signage or app-based push notifications, brands can deliver offers in real time based on shopper location or browsing behaviour. For example, a customer in the skincare aisle could receive a prompt for a newly launched moisturiser product tailored to their previous purchases, encouraging instant trial and reinforcing brand presence.
The connected future of retail marketing
For UK marketers, the fusion of mobile technology and retail media offers an exciting opportunity to deliver personalised, measurable campaigns that resonate across channels. Mobile coupons act as a bridge, connecting digital touchpoints with real-world behaviour, and transforming traditional campaigns into data-rich, customer-first experiences.
As consumer expectations continue to shift toward convenience and personalisation, those brands that effectively integrate mobile coupons into their retail strategies will be best positioned to capture attention, build loyalty, and make smarter, data-driven marketing decisions.
By Steve Smith, Chief Commercial Officer at savi
The convergence of tech and brands 