Finnish coalition scheme trials location-based offers
Personalised mobile communications in-store
The Finnish coalition loyalty programme K-Plussa is trialling location-based in-store mobile offers.
It has partnered with loyalty marketing agency Seed Digital Media and in-store analytics and marketing company Walkbase to test personalised offers to customers’ smartphones as they enter the K-citymarket Kupittaa hypermarket.
The 100 customers who have joined the test group will get a text message about weekly promotions and discounts.
“Involving customers from the very beginning gives us valuable information about what kind of services we should invest in and what kind of promotions interest them,” said retailer Hannu Aaltonen.
K-Plussa, which has one of the highest loyalty scheme penetration rates in the world at 85% of the adult population, says it intends to create a mobile application that offers the customer a personal account to his or her own store.
“In the future we will be offering more and more services through digital channels. This way we can serve and reward the customers in a more versatile way,” said Ismo Riitala, CEO of K-Plussa.
Walkbase CEO Tuomas Wuoti said that activating product information, offers and other digital services as the customer enters a certain location in the store has become quite popular among retailers.
“With the same technology we are able to create anonymous analytics on how people move around the store,” Wuoti added. “We can also connect the digital shopping journey that was started earlier online, to the visit to the actual store and vice versa.”
K-Plussa has over 3.6 million cardholders in 2.6 million households in Finland. There are over 40 retail partners in the programme and the cards can be used in 3,000 shopping locations.