Tech firms join forces for next gen mobile coupons

Mobile coupons may have been around a while but loyalty specialist Eagle Eye Technologies is claiming it has developed a next generation scheme which ups the game significantly by providing brands – and customers – with a much more personalised offer.
Founded in 2003 with backing from former Tesco CEO Sir Terry Leahy, Eagle Eye appointed Leahy’s former right hand man Tim Mason chairman earlier this year.
The new system, dubbed Smart Scanner, is being trialled in a collaboration between Eagle Eye, mobile marketing and commerce provider Weve, and packaged goods brand McCain through Asda stores.
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.
With the integration into Eagle Eye’s digital promotions platform the firm claims that advertisers can track mobile coupon redemptions in real-time, to gain an accurate ROI and to provide the ability to offer more personalised and relevant offers to consumers based on their purchasing behaviour.
Tom Pearman, commercial director at Weve, explains: “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.”
Eagle Eye chief executive Phil Blundell 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.”
As well as Asda, Eagle Eye also counts Sainsbury’s, Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express among its client base.