The study, Digital Retail Marketing: Coupons, Advertising & Consumer Engagement 2016-2020, revealed that the digital retail marketing industry will continue to be dominated by advertising revenues, but coupon contributions will see strong growth, driven in part by the rise of Bluetooth beacons. 

Juniper's report forecasts that nearly 1.6bn coupons will be delivered annually to consumers via beacon technology by 2020. This is a significant growth on the 11m delivered this year. 

Another key finding was that the impact of ad blocking technologies will see the equivalent of almost 10% of global digital ad revenues lost by 2020. 

“Beacons are set to provide a boost to retailers, as we see major players promote in-store offers and deals though mobile devices, targeting consumers whilst they are shopping," said research author Lauren Foye.

"Coupled with loyalty schemes and rewards, retailers have clear potential to monetise those setting foot in their stores, aiding in promoting more traditional bricks and mortar retail.”