There are too many weak points of existing coupon and cashback systems. As usual, it is complex and time-consuming, cashback is low and included in higher product prices.
One more important problem is inadequate remuneration for customer data. It is well known that bonus cards serve to maintain customer loyalty, however they also simultaneously create "transparent" customers with profound insights into their consumer behaviour. Companies benefit from customer data by using it for their own profitable marketing activities or by selling it to other companies. However, the customer hardly profits from this.
Advertising agencies are also in a sticky situation now. The impact of classical advertising is decreasing. Many consumers tend to trust the ratings of other customers and recommendations from their own circle of friends. Companies have been aware of this trend for a while, however, they lack the ability to motivate customers to engage as a multiplier or brand ambassador, and to then win new customers with recommendations(e. g. from friends or also in social networks).
