Digital loyalty and shopper rewards platform Eagle Eye Solutions has appointed former Tesco deputy chief executive Tim Mason as its new chairman.

Eagle Eye makes Tim Mason chairman

Digital loyalty and shopper rewards platform Eagle Eye Solutions has appointed former Tesco deputy chief executive Tim Mason as its new chairman.

The appointment, which takes immediate effect, means that Mason is reunited with Sir Terry Leahy, chief executive of Tesco between 1997 and 2011. Leahy backed the launch of Eagle Eye in 2003, is still a non-executive director and has a 10% stake in the business.

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.

In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already has 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.

Eagle Eye has also worked with Tesco’s convenience store chain, OneStop, but it is understood that it is not able to work directly with Tesco itself as the retailer owns 100% of digital analytics and loyalty firm DunnHumby, with which it has an exclusive arrangement. If Tesco eventually offloads DunnHumby, however, then Eagle Eye may be able to work with it in the future.

In addition to distribution and secure validation of coupons and vouchers, Eagle Eye’s software also means retailers can collect data on their shoppers and change their promotional strategies accordingly.

Tim Mason worked for more than 30 years in the grocery and retail industries. During his career he served as Chief Marketing Officer for Tesco and Chief Executive Officer of the group’s US subsidiary, Fresh & Easy LLC. He was chairman of Bonmarché Holdings from 2013 to 2015.

Phill Blundell, Chief Executive of Eagle Eye, says: “He has a wealth of experience and an extensive network of UK and international contacts that will be invaluable as Eagle Eye builds on its foundations to influence the UK market and expand internationally.”

The company says that previous Eagle Eye chairman, Bob Willett, is leaving to focus on other investments, after overseeing a successful IPO and acquisition in April 2014, the signing of major contracts with two leading UK supermarket groups, the substantial development of the Eagle Eye AIR platform and significant growth in revenues. Willett, who is a chartered accountant and expert in valuing and advising advertising, marketing, media and digital companies, will remain on the board until the end of March to ensure a smooth transition.




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