Weve, a joint venture between the UK’s three largest mobile network operators, has selected Proxama, the global platform provider of mobile proximity marketing, mobile wallet and payment solutions, as its partner in the development of its mobile loyalty service.
Proxama’s TapPoint platform will form the technology foundation for Pouch, Weve’s Alpha loyalty service, enabling in-app engagement and loyalty on smartphones at POS in retail stores.
Weve’s Pouch will be rolled out in a phased approach across Android and IOS, with each rollout bringing additional functionality and an increased number of participating merchants. By licensing Proxama’s TapPoint platform and working closely with Proxama as integration partner, Weve is able to deploy a highly contextual loyalty applcation. This means content displayed in Pouch will be relevant to the consumer, responding to their interests and recent activity. The analytics provided by TapPoint will also contribute to improved consumer engagement.
Sean O’Connell, director of product at Weve, said: “We think there is tremendous scope to change loyalty for the better, particularly in the physical world. At Weve, we believe that interactions between consumers and retailers will be increasingly mediated through mobile devices, but you have to crack the POS as well as the consumer experience. Our initial trial with EAT and our forthcoming work with Proxama has the potential to bring mobile loyalty at scale to consumers and retailers.”
Proxama’s TapPoint platform uses a powerful combination of NFC, QR codes, Bluetooth Beacon and other proximity marketing technologies to help businesses accelerate commerce.
Neil Garner, CEO and founder, Proxama, said: “We’re proud of our partnership with Weve and our role in helping to develop Pouch. It’s a testament to our ability to deliver seamless commerce experiences that are transforming how consumers and brands engage through smartphones.”