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Asda and McCain pioneer text-based ‘paperless’ couponing

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Shoppers could soon be able to redeem ultra-personalised coupons directly from their phones thanks to a trial being carrier out for McCain Roasts at Asda .

Mobile marketing and commerce provider Weve – the cross-operator body set up to promote mobile marketing, payments and commerce – is working with mobile couponing pioneer Eagle Eye Technologies to introduce the Smart Scanner mobile couponing system that enables retailers to text coupons to customers who can then redeem offers straight from their smartphone, eliminating the paper process.

Under the trial, Weve sends a text message to customers, on behalf of the advertiser/retailer, with details of the offer and a link to the coupon. Once customers click on the link, they are taken to a barcode, generated by Eagle Eye, to scan at the checkout directly from their mobile, to redeem the coupon immediately.

With the integration into Eagle Eye’s digital promotions platform this means that advertisers can track mobile coupon redemptions in real-time, to gain an accurate ROI and to provide the ability to offer more personalised and relevant offers to consumers based on their purchasing behaviour.

Tom Pearman, commercial director at Weve, explains: “Previously, consumers who received digital offers were required to revert to printing paper copies in order to redeem at the till. Using Weve’s unique text messaging service, advertisers can now influence consumers in the vicinity of a mobile scanner-enabled retailer to drive product trial and purchase via mobile coupon redemption.”

“This bespoke system also makes it easier than ever for advertisers to assess the effectiveness of their campaigns. Two-thirds (66%) of consumers have told us that they would find it useful to receive promotional messages about relevant products while in, or near, a supermarket. This product not only meets that demand, but gives advertisers unparalleled insights into which offers are most successful among specific consumer audiences.”

Matt Lee, director and co-founder at Capture, adds: “It can often be a struggle to gain sustainable rates of sale when a product is hidden among over 30,000 others in a supermarket. We can now get them seen by using the right deal mechanics, to target the right demographic, when they’re in the purchasing mindset in-store. That’s a genuine win for the consumer, the brand and the retailer.”

Phill Blundell, CEO at Eagle Eye, adds: “For a brand or retailer, reaching new and expanding audiences with targeted offers is fundamental to acquiring customers and building consumer loyalty. Our integration into the Asda till means that we can track the campaign from issuance through to redemption in real-time, offering McCain Roasts consumer insights as well as eliminating fraud due to real-time validation and basket analysis at till.”

Eagle Eye has form with thinking laterally about loyalty. It recently worked with All Bar One to launch a new loyalty app, offering customers rewards, exclusive offers and an opportunity to build their wine and cocktail knowledge.

The city bar brand, owned and operated by Mitchells & Butlers (M&B), has developed a digital loyalty platform aimed at driving footfall and encouraging greater brand loyalty.

Focusing on the female-friendly ethos behind All Bar One, the multi-faced app provides users with a digital ‘stamp card’ that rewards consumers with exclusive tailored treats and offers. As well as giving consumers added value through engaging and shareable content, such as access to the exclusive Cocktail Society cocktail of the month, latest cocktail recipes and tips, and a wine library to help guests find the perfect match.

The app also allows users to reserve tables at their chosen location at the touch of the button, as well as linking directly to the ‘e-gift’ website where consumers can quickly and easily purchase digital vouchers for that last minute gift. It will also notify users about stored offers that haven’t yet been redeemed as they head for the bar.

Developed alongside Eagle Eye, the app assigns each user a unique code that enables All Bar One to track their preferences and reward them with personalised offers on drinks and food.

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