Effective convenience store strategies: Rovertown report reveals best practices for mobile app coupons

Rovertown, a mobile app platform designed for convenience retailers, has released a report revealing the best practices for success with mobile app coupons.

Based on an analysis of dozens of convenience store apps from 1st January - 31st December 2023, this reveals the top performing categories of coupons, helpful tips, and two couponing tactics utilised by best-in-class retailers.

“Coupons are one of the most direct ways to convert app engagement into sales. That’s why it’s essential to have an effective strategy,” says Tyler Cameron, Head of Strategy and Analytics at Rovertown.

“Our analysis reveals several insights that will help retailers level up and drive better results with coupons.”

Highlights include:

Retailers see an immediate, 18 point increase in the retention rate of app users once they redeem just one coupon.

Coupons with free items performed 408% better than coupons with reduced price points, but retailers should exercise caution. The added cost of free campaigns means it may make sense to instead offer meaningfully reduced prices.

Fountain drink coupons drove 799% more redemptions in total, across the Rovertown platform, compared to the average category of coupons. Energy drinks took second place (396%) and candy rounded out third. (383%).

Retailers using two tactics - Surprise and Delight and Reduced Price Point, Limited Choices - saw increases of 460% - 780% over the average retailer based on the per cent of users redeeming coupons and the number of coupons redeemed per user.

“App strategies should always compliment in-store strategies,” says Cameron.

“Apps are fundamentally communication platforms, and communicating about exclusive coupons on high-traffic items is one of the best ways to drive visits to your stores.”

2023 RTIH Innovation Awards

Rovertown was shortlisted in the Omnichannel Retail Initiative of the Year category at the 2023 RTIH Innovation Awards.

Our winners were revealed at a fantastic awards ceremony, which took place at the Barbican Centre in central London.

The event was held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.

Check out the full winners list here.

The 2024 RTIH Innovation Awards are now open for entries. Click here for entry forms and FAQs.