As Americans start planning their safe return to the office, Banana Republic is shifting its marketing messaging to existing and new consumers. Watch Industry Voices, with Jen Mullen, vice president and head of stores at Banana Republic, to learn how the retailer is using mobile couponing and social campaigns to drive traffic back to its physical stores.

Traditionally, the types of publishers in the affiliate channel have been coupon, cash-back, loyalty, price comparison, and review sites. But that’s changed as more high-quality content publishers—such as traditional publisher brands under Meredith Corporation, Hearst Corporation, and Condé Nast, and digital media publishers like BuzzFeed and Vox Media—have entered the space.

Gen Zers demand mobile phone coverage and digital couponing innovation. A generation that primarily accesses the internet via smartphones is naturally also eager to insure those devices. Their digital savvy also translates into a much higher likelihood of valuing digital couponing usage and alert options.

It looks likely that apps and other service providers will pursue more varied monetization strategies this year. Traditionally, apps mostly pursued two strategies: in-app purchases and in-app advertising. Over the past couple of years, many developers have combined the two, but we’re increasingly seeing them use subscription-based models, as well as coupons or other incentives for viewing advertising, such as rewarded video. This shift will continue into 2021.

Consumers are always on the hunt for a great deal, and that’s even more true because of the pandemic—especially if it yields a serious recession. Knowing that value is top-of-mind for many, General Mills recently launched a national rebates program that lets shoppers receive cash back to their PayPal account by submitting an itemized receipt via the Coupons.com app.

Give consumers the option to opt in by showing them the benefits of combining their online and offline behaviors with, for example, timely coupons or the location of where the last item they searched for is in-store, or suggestions of what pairs well with their last purchase.

The retail experience emerging in 2021 suggests that companies need to be able to adjust to rapidly changing conditions—technology and taking chances will be key to that flexibility. Curated by eMarketer, this special collection of interviews will help you understand how brands are focusing on innovation and digital integration as they modify their marketing strategies for the “new normal.”

Once users download the Honey app and enable the extension, Honey will automatically find coupons and cash-back offers when they shop on Safari. This should help Honey to capture volume from the growing mcommerce market: After expanding 15.2% this year to reach $359.32 billion, we forecast US retail mcommerce sales will hit $728.28 billion by 2025.

According to a January 2019 report from app analytics platform App Annie, time spent by US consumers in shopping apps and increasing digital sales had a strong positive correlation of 0.97 between Q1 2014 and Q3 2018. One way to engage with US mobile app users is by offering coupons or product information while they're shopping in-store.

Coupon codes and vanity URLs aren’t enough for some marketers

eMarketer principal analysts Karin von Abrams and Nicole Perrin discuss France's new tax and its impact on US tech companies. They also discuss how people use Google, whether customers find Netflix too pricey, Brits' knowledge of Disney+ and more.

As the Great Recession receded, one might have expected people to drift away from active economizing. Instead, US consumers across income levels added new retail venues (like digital resale) to their money-saving mix, while doubling down on older methods (like buying private-label goods). Thus, they’re poised for serious bargain-hunting if the coronavirus pandemic yields a serious recession.

A September 2018 survey from HRC Retail Advisory (HRC) found that 59% of US smartphone shoppers used their device in-store to compare costs or search for deals and coupons. And similar to looking up product reviews, more than half of respondents shared product pictures while in-store as a means of soliciting opinions from friends and family.

Brick-and-mortar still captures almost nine in 10 retail dollars in the US, while desktop gets the lion’s share of digital transactions. But as the link between digital and physical worlds, mobile wields disproportionate influence over how people shop and buy. It’s also increasingly how they transact when shopping online.