By Paul Skeldon

For consumers, the appeal of coupons shows no signs of diminishing, with research from Valassis showing that UK shoppers alone save £3.3 billion annually using coupons and vouchers. But it is smartphone based digital coupons that are stealing the limelight.

According to Valassis’ research, there is a real appetite among shoppers for digital coupons – one-third of shoppers prefer digital coupons over paper coupons. Mobile coupons also provide more scope for creative, personalised offers. Retailers can really zero in on high-spending shoppers and entice them to buy products not on their usual shopping list.

However, and it’s a big “however,” this potential has yet to be tapped by many retailers, particularly in grocery. In fact, retailers’ technologies have fallen far behind the capabilities of everyday consumer smartphones, leaving many businesses scrambling to catch up. There are a variety of reasons for this. The big one is cost. Buying and rolling out new point-of-sale technology that…