Mobile marketing and commerce provider Weve has partnered with real-time digital promotions software company Eagle-Eye Solutions to launch ‘smart scanner’ mobile coupons with nationwide campaigns from shopper media agency Capture’s brands including McCain Roasts.
The coupons allow customers to redeem offers straight from their smartphone without the need to print a paper version. It also means that advertisers can track redemptions in real-time and provide more personalised and relevant offers to customers.
The coupons system was developed by Weve in partnership with SaaS software company Eagle Eye Solutions, which specialises in the real-time validation and redemption of digital promotions. Weve simply sends a text message to customers, on behalf of the advertiser, 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.
Tom Pearman, commercial director at Weve, said: “Our partnership with Eagle Eye is a prime example of how we continue to innovate our offering to provide advertisers with relevant opportunities to connect with an increasingly mobile-centric public. 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, said: “We are very excited about using Weve and Eagle Eye’s new capability in Asda to deliver trial of our clients’ products. 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, added: “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.’”