An assessment of mobile coupon strategies on consumer spending: A case study of a food delivery service in Lagos, Nigeria.
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Background of the study
Mobile coupon strategies have become an integral component of digital marketing, particularly for food delivery services operating in Lagos—a city known for its high mobile penetration and dynamic consumer behavior. This study explores how mobile coupons, delivered via SMS, in-app notifications, and email, can influence consumer spending patterns. By offering time-sensitive discounts and personalized offers, food delivery services can drive impulse purchases and boost order frequency. The integration of mobile coupon campaigns with real-time data analytics enables marketers to fine-tune promotional strategies based on consumer behavior and spending trends (Adeniyi, 2023). Moreover, such strategies not only enhance customer acquisition but also contribute to customer retention by rewarding repeat purchases. In a highly competitive market, mobile coupons serve as a critical tool to differentiate brands, improve customer loyalty, and increase overall revenue. However, issues such as coupon overuse, potential devaluation of the brand, and operational challenges in tracking redemption rates remain concerns. This research examines these dynamics and seeks to provide actionable insights into how food delivery services in Lagos can optimize mobile coupon strategies to maximize consumer spending and profitability (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Food delivery services in Lagos face challenges in converting mobile coupon distributions into sustained consumer spending due to inconsistent redemption rates and coupon fatigue. Although coupons can drive initial traffic, the lack of effective targeting and personalization may result in low conversion and repeat purchases. Furthermore, excessive discounting can erode profit margins and diminish brand value. This study aims to identify the key factors that influence the effectiveness of mobile coupon strategies in stimulating consumer spending, addressing issues such as timing, frequency, and content relevance. Without a cohesive strategy, the potential of mobile coupons to enhance revenue and customer loyalty remains underutilized (Adeniyi, 2023; Okoro, 2024).
Objectives of the study:
To evaluate the impact of mobile coupon strategies on consumer spending.
To identify challenges in implementing effective mobile coupon campaigns.
To propose recommendations for optimizing mobile coupon strategies.
Research questions:
How do mobile coupon strategies influence consumer spending behavior?
What are the challenges in achieving high coupon redemption rates?
Which approaches can enhance the effectiveness of mobile coupons?
Significance of the study
This study provides valuable insights into the effectiveness of mobile coupon strategies in driving consumer spending for food delivery services in Lagos. The findings will assist marketers in developing targeted and timely promotions that maximize revenue and customer loyalty, while addressing potential pitfalls in coupon overuse. (Chinwe, 2025)
Scope and limitations of the study:
The study focuses on a single food delivery service in Lagos and examines mobile coupon strategies exclusively, without considering other digital marketing channels.
Definitions of terms:
Mobile Coupon Strategies: Promotional offers delivered through mobile devices.
Consumer Spending: The total amount spent by consumers on a service or product.
Food Delivery Service: A platform that delivers food ordered online to customers.
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