IPC Media launches first UK-wide beacon campaign

IPC Media is running a beacons campaign that will offer consumers the chance to buy a discounted copy of one of their magazines in one of the first examples of a UK-wide rollout of the technology. 

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The promotion will be available in all of OneStop’s 740 stores for a month from 1 September. Customers that have downloaded the OneStop or Appflare Redeem apps will be able to get money off when they buy titles including Chat, Pick Me Up, Woman and TV & Satellite Week.

To receive the promotion, consumers will have to enable Bluetooth and turn on notifications while in the store to receive a discount code they can redeem at the till.

Katharine Challinor, retail sales director at IPC Media, says the “innovative campaign” will allow its customers to receive relevant and timely promotions. It will target customers based on their interests to serve them discounts for magazines they are most likely to have an interest in.

For those that login to the app using Facebook, the app will use profile data to tailor the offers. The campaign is being run on Appflare’s beacon network.

A number of retailers are trialling beacons but many are yet to launch full-scale campaigns due to concerns over security and privacy. OneStop, which is owned by Tesco, says any customers that don’t wish to receive the promotion can turn off their notifications.

Eat has previously trialled beacons in a number of its London stores to offer promotions on food and drink while House of Fraser has embedded beacons in mannequins in its Aberdeen store to allow customers to find out more about the products on offer. Retailers including Waitrose have also said they are testing the technology.

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