On Sunday Unilever will begin to test a new technology that lets consumers redeem digital coupons by having a supermarket cashier scan their cellphones, the Wall Street Journal says.
Seeking to marry a ubiquitous device with a time-tested marketing technique in a sour economy, Unilever will test a new technology that allows consumers to redeem coupons by having their cellphones scanned, a story in the Wall Street Journal says.
The story, written by Andrew Lavallee, says the test, which is being conducted at a ShopRite store in Hillsborough, NJ, will include discount offers for some of the Anglo-Dutch packaged-goods company’s most popular brands, including Breyers ice cream, Dove soap, Hellmann’s mayonnaise and Lipton tea. Samplesaint, a Chicago mobile technology firm, developed the system.
To get coupons, consumers must visit the Web site Samplesaint.com, from which they can transmit the Unilever discount offers to an Internet-enabled cellphone, the story says. At checkout, the cashier scans the bar code on the phone’s screen, redeeming the coupon and deleting it from the phone. The test will run for four weeks.
Mobile coupons have been an area of growing interest for marketers, though the growth of overall spending on mobile advertising has been slowing, the story says. Research from eMarketer expects U.S. mobile ad spending to grow 17% this year, less than half of last year’s 35% gain.
WSJ Online subscribers may read the full story here.