John Lewis is planning to ramp up its mobile strategy after bringing in Eagle Eye – the real-time digital promotions specialist headed up by former Tesco chief Tim Mason – deliver improved digital customer marketing.
Founded in 2003 with backing from former Tesco CEO Sir Terry Leahy, Eagle Eye appointed Leahy’s right hand man Mason as chief executive last year. It already works with a raft of top retailers, including Asda, Sainsbury’s, Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express.
It recently launched trials of a new mobile system, dubbed Smart Scanner, in a collaboration with mobile marketing and commerce provider Weve.
Under the trial, Weve 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.
Mason said: “We are delighted to have won this contract and to be imbedding Eagle Eye’s technology as an integral part of John Lewis’s digital strategy. John Lewis is a market-leading, high-profile retailer and this win further reinforces the clear competitive benefits our solutions deliver to retailers.
“Consumers are increasingly using mobile as their preferred channel and savvy retailers are using digital promotions as a key driver to enhance customer engagement. Eagle Eye has the proven technology to capitalise on this structural industry shift.”
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