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French retailer launches national mobile loyalty programme

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French children’s clothing retailer Tape à l’oeil has rolled out a mobile loyalty programme across all its 170 stores and its website. The system was supplied by Adelya and uses ‘Picopass’ stickers supplied by Inside Contactless that contain an RFID chip that customers attach to their mobile phones.

Using Adelya’s system, Tape à l’oeil customers identify themselves at the point of sale by simply touching their mobile phone to a terminal located at the point-of-sale. So far, a total of 300,000 stickers have been issued.

“With the capabilities of the PicoPass stickers, we are able to achieve a small revolution in the loyalty world, providing the ability to obtain quick, secure contactless identification for the customer, who retains full control and must provide permission for this to happen,” explains Jean-François Novak, president of Adelya. “Unlike traditional loyalty cards, which are usually hidden in wallets and purses, branded stickers attached to mobile phones are highly visible symbols of the customers’ preference or affiliation.”

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