Iceland is claiming that it has driven £500,000 of in-store sales from mobile discount vouchers.
According to the company, more than 20,000 devices scanned the coupons, which were printed in national newspapers and scanned by mobile phones and then redeemed in stores. The campaign has added half a million pounds to the retailer’s bottom line and upped average basket values by 5%.
“We were keen to trial the mobile wallet to see if it would drive customers in store,” Iceland’s marketing director Neil Hayes says. “To date, the results have been very promising. While print still plays a key role for coupon-based offers, the wallet played a measurable role and we are confident that it brought new customers to Iceland.”
Will Proops, managing director of The Mobile Wallet Company, which created the service for the frozen food retailer, added: “It has been an amazing first test of the technology with Iceland. We look forward to working with them and utilising other aspects of the native wallet with their new audience, such as location technology to offer more localised offers, reminders of deals, and sampling for new product ranges and launches.”
The move is part of Iceland’s on-going embrace of mobile. In June 2018 it pledged to go mobile first, and in April this year delivered its mobile first websiteand a thrust into online grocery.
