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IREU Top500 Brand Engagement Dimension Report 2018

IREU Top500 Brand Engagement Dimension Report 2018

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Easy m-payments and loyalty comes to convenience stores as Zapper invests in expansion

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Easy m-payments and loyalty comes to convenience stores as Zapper invests in expansion
Easy m-payments and loyalty comes to convenience stores as Zapper invests in expansion
Zapper, a global data insights and mobile payment platform, has adapted its Pay-at-Counter solution – which has been used in restaurants across Europe – for convenience retail outlets in the UK.

The system allows customers a fast alternative to pay for their items and gain immediate digital rewards. Zapper also saves stores valuable time and resources, providing instant customer data and helping to manage stock, pricing and sales more effectively.

All the retailer has to do is sign up with Zapper – which will install some tech and talk them through how to connect to their POS – display a QR code at the till and consumers who have downloaded the free Zapper app – of which there are 800,000 already worldwide and who have to add a card when they sign up – can then scan and pay.

The customer can then also leave a starred rate and review feedback, instantly visible to the retailer, and they can accrue points that are collected as people visit the store. The app counts these and automatically redeems them when the user has reached the required amount.

Anish Keshwara, Director of KESHCO LIMITED, owns a number of stores in the Peterborough area and has agreed to trial the Zapper solution.

"We are always looking for innovative ways to improve our in-store/customer experience and believe Zapper’s data insights and mobile payment platform is the future for retail convenience,” he says. “We are therefore looking to trial Zapper in a number of our stores and are looking to build a long and successful partnership."

And bringing m-payments to convenience stores is a canny idea. Research has revealed the average customer visits their local convenience store 4.2 times per week, making an average spend of just under £7.00. Zapper believes its solution to be thoroughly capable and sustainable, so will provide complete training, support and marketing incentives to ensure a seamless and enjoyable experience using the app in-store.

The challenge for Zapper is to change both the retailers and shoppers habits.

The aim of Zapper’s move into convenience stores – and the hefty investment into installing kit and doing training – is to encourage adoption of the app and enable both shopper and retailer to understand just how simple and effective the Zapper solution is.

In 2015, research highlights over 700 million paper vouchers were redeemed in the retail sector at a redemption value of over £2 billion. However, each year retailer’s still lose countless amounts of money when issuing and processing paper vouchers. With mislabelled items, compliance and human error, paper vouchers can be tricky to track and use effectively.

Zapper enables retailers to overcome these problems by instantly issuing digital offers to the customer, based on previous purchase habits and available immediately within the app. Offers can then be tracked, safely stored and redeemed automatically on the next shop, saving customers the hassle of carrying and processing paper vouchers.

The perfect digital loyalty solution for both retailers and shoppers alike.

Gerry Hooper, CEO Zapper UK says: “The Zapper solution has proven to be a huge success in the hospitality sector since its launch into the UK just over a year ago. With a smarter time and labour saving solution, why wouldn't retailers want to use Zapper and understand shoppers purchase habits and instantly reward loyalty?”

With a limited ability to currently capture shopper information, Zapper provides an instant solution for retailers to survey their shoppers and understand individual trends and habits. Consumer data is key and this is currently captured manually.  Offering your shoppers the best possible experience is paramount. By using Zapper's Pay-at-Counter solution, the digital tablet is also the perfect means of displaying rolling adverts to customers about offers and updates whilst they are waiting to pay.

Zapper’s online portal enables retailers to analyse these valuable data insights with variables such as; time of day, total basket spend, regular items, plus instant rate and review feedback results.

Using this data, retailers can understand shopper experiences, busy and quiet periods, transactions and product performance to adjust the staff and offers accordingly. They can also communicate directly with individual customers and reward by sending offers personalised to their previous shopping purchases - meaning no more paper coupons and unwanted offers.

Zapper’s specialised Z-Beacon technology uses innovative Bluetooth signals to directly communicate with shoppers, sending offers and alerts directly to the app to attract local shoppers and increase footfall. Retailers have access to many shoppers on a daily basis, and until recent years with the development of email and digital marketing, shopper incentives had to be carried out manually by paper leafleting. This process was hard to measure and understand ROI. However, by using the Zapper app, retailers can instantly communicate on a general or individual basis depending on their requirements.
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