Eagle Eye, specialist in digital promotions validation and redemption, has partnered with Mediavest to launch a cutting edge digital campaign for Nicotinell, enabling the brand to track the customer journey from online activity through to in-store sales in real-time.
This will also be the first UK national campaign where coupons are redeemed in Asda via a smartphone and 2D scanner capability.
For the next two months until the end of February, the campaign will dynamically serve digital content to targeted consumers based on their previous online history and location data, with the aim being to drive online activity through to in-store purchases.
Consumers will be served a message allowing them to download a £2 off coupon and store it in their passbook or digital wallet. They will also be able to view an interactive map pointing them to their nearest Asda store where they can redeem a coupon for a Nicotinell Lozenge product.
Eagle Eye’s AIR platform is being integrated into Asda’s Point of Sale system to verify that coupons are valid and that the relevant product is in the shopping basket.
Eagle Eye’s integration into Mediavest’s tech stack will enable Mediavest and Nicotinell to see which channels are working the best, allowing them to optimise campaign messaging in real-time to enhance ROI. This data, including date and location, can then be used in a re-marketing campaign to consumers fitting a similar profile.
Duff Borer, Business Director, Mediavest, says: “This is a ground-breaking initiative that will provide real-time analysis of the campaign’s success. Traditionally, demonstrating the immediate effectiveness of digital advertising on sales has been a challenge; however, this collaboration with Eagle Eye will allow us to measure the campaign in real-time, providing for the first time the capability to track online activity to in-store behaviour.”
Phill Blundell, Chief Executive at Eagle Eye, adds: “Recognising the need for relevant, timely incentives is the cornerstone of providing the customer with an offer they will be interested in redeeming. As our codes are verified against the basket data in real-time we can also eliminate any fraud or mal-redemption, ensuring the correct product and brand is being purchased.”
Eagle Eye supports the distribution of mobile and online coupons and vouchers for loyalty and shopper marketing. Redemption is handled via retailers’ smartcard ‘chip and pin’ validation systems, meaning there is no need for additional hardware in store.
Last week, it announced the appointment of former Tesco Deputy Chief Executive Tim Mason as its new Chairman.
In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already had a similar deal with ASDA and works with Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has strategic partnerships with Toshiba, K3 retail, Zonal, and Comtrex.