Why loyalty schemes have mobile future

Nectar: Looking at mobile apps
Nectar: Looking at mobile apps

Paul Godwin suggests that the future of loyalty programmes may lie in a universal card that is supported by a large collective of brands (MW last week). While this might free up space in people’s purses, going mobile has to be the logical next step.

The Tesco and Nectar loyalty programmes are experimenting with mobile applications that let customers see how many points they’ve earned, but the sticking point is how to redeem those offers.

Although you cannot swipe a phone through a card reader, you use the Chip and PIN terminal to redeem coupons and vouchers by entering a PIN code displayed within an app or text message on the phone.

Russell Buckley CMO, Eagle Eye

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here