The UK supermarket group Sainsbury's, through its 'Jacksons' store brand, is running a couponing system with a difference: the coupons are transmitted to the customer's mobile phone, which is then presented and scanned at the check-out
Mobile marketing and physical world identifers merge. Yesterday it was The Times, today a major retailer.
The mobile couponing programme is called 'Shop, Scan, Save', and is operated by London-based marketing agency The Light Agency Limited under the name 'M-Bar-Go', and is currently available at a number of locations in Hull
M-BAR-GO club members sign up for the scheme by sending a 'JOIN' message by SMS to a registration service number, and are then sent back a graphical message containing a bar code which can be scanned at the check-out, directly from the mobile phone screen
After registration, members then receive weekly offers from brand owners such as Unilever, Masterfoods, P&G and News Group International.
It's nice to see major brands turn barcodes into physical world identifiers.
The Wise Marketer notes that this application of mobile bar-coding technology could well mark the beginning of the long-term 'mobile phones for loyalty' trend foreseen by Impaq Group's
The Full Story I posted most of the pertinent items because registering for this site was pain. For a marketing company they sure don't know how to make it easy to get their story out.
2 comments:
Looks like we are rapidly approaching that "Permission
Granted" application to the "cell".
One can "opt" in, but is there a provision to "opt" out. I can see an abundance of interest,that could
possible lead to cell phone over- load. It would not take long for me to say---Enough Already!---
unless I have a deep interest.
In order to give the advertiser permission YOU have to initiate interest. YOU have to opt-in before any interaction begins.
The key will be combining creative advertising with some service/info in return. Many are failing to see that important association.
I dont want to see People magazines logo on my cell, but I will allow it when they send me a celebrity alert.
Mobile marketing WONT be spam.
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