Towards interoperability in mobile coupons: Enabling cross retailer coupon validation

A clear majority of coupons distributed by retailers remains exclusively redeemable at the retailer's own store network. Although interoperability among multiple retailers would promise added value for consumers, brands and retailers, technical gaps — primarily involving a lack of common standards and technical interfaces — render such interoperability unfeasible. However, shifting market forces have led to increased usage of mobile apps and retailers applying omni-channel strategies. In turn, leading to new proposed technical coupon standards that enable interoperable cross-retailer coupon distribution and validation. Interestingly, such interfaces have hardly been implemented or tested in a real-world, cross-retailer environment. Moreover, they have received little discussion in public discussions and related literature. This paper addresses and contributes to this gap by presenting findings from an interoperable couponing trial connecting 17 retailers, 8 different mobile applications and one brand, and discusses the chosen interface design necessary for implementation and coupon validation. Further practical pilots are planned to improve the specification and measure consumer and industry acceptance of coupon interoperability.