|
Tesco embraces Mobile Marketing with Clubcard on the iPhone.  As an enhancement to one of the world’s most successful loyalty programmes Tesco has announced an iPhone application for its Clubcard now available on iTunes.
The idea of having a loyalty card on your mobile is born out of the need for increased convenience and therefore less frustration for the customer: given that the chances of a customer having or finding their phone on them are greater than finding a loyalty card. The service enables any current or new subscribing Clubcard holder to use their iPhone mobile as a replacement for a plastic Clubcard. Once they have registered for the iPhone application a customer can scan a barcode on their phone rather than the plastic Clubcard. No doubt this is just the start of Tesco’s journey into mobile marketing and loyalty. Tesco have stated that they intend to do lots more with this channel in the future*, such as display a customer’s points balance or enabling e-vouchers sent directly to the phone so customers can use them at the checkout directly through a scanner. The advantages to any retailer of using mobile loyalty are also substantial, as the cost of replacing and administrating plastic cards alone is said to be in the region of £5 a head across the retail sector. It also opens up a more immediate and intimate communications channel from retailer to the customer enabling more timely and relevant offers to be shared: boosting customer participation and redemption rates. Mobilize Systems, as the leading Marketing Innovator in Retail for mobile loyalty, are holders of the key technology patent in this area. Stefan Magnusson, CEO at Mobilize, commented “We are excited about Tesco’s adoption of this medium to enhance their existing loyalty programme” and went on to stress “This capability is not restricted to iPhones, we are working with retailers across the UK to deliver mobile loyalty on all types of mobile phone using the Mobilize technology platform” *For more information visit http://www.techfortesco.com/clubcard/Support.html
|
