The majority of customers (56% of our responses) probably won't delete old coupons (either expired or redeemed). Most people will leave them in-wallet for months or years. Many of them want those coupons to "do more".
This has amazing implications for the future of electronic coupons, and for Passbook. As we said in our earlier posts, we think coupons are likely to be the "bread and butter" of Passbook, probably constituting 90% or more of all passes used. The average consumer might get dozens of coupon passes a month (or more).
But most people won't delete all these coupons. So the question is:
What happens when Passbook begins to accumulate leftover coupons?
When we chat with people about deleting passes, here's what they said:
- "I didn't realize I had to delete them. You mean they don't delete automatically or change to something else?"
- "Nahhh...I'm too lazy"
- "This is actually more trouble than paper coupons. Not the best user experience. You need to figure out something much better if you want this platform to thrive." (This comment was from an avid couponer who also happens to be mobile software CEO!)
"If people don't delete passbook coupons, that is a great opportunity for retailers to build more brand value, and for consumers to get a vastly superior user experience."
In our next blog post, we'll show how undeleted coupons can be a big win for the mobile coupon world!