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Retail Technology, Retail technology News

Harvester launches Passbook voucher campaign

Wednesday October 10 2012

New mobile development targeting iOS6 users introduces vouchers that provide secure redemption instore

New mobile development targeting iOS6 users introduces vouchers that provide secure redemption instore


UK restaurant chain Harvester has signed up as one of the first UK advertisers to distribute mobile vouchers using Apple Passbook.


Customers using Apple's latest iOS 6 operating system version will able to download vouchers and send them directly to the new Apple Passbook app with their iPhone device, which they will be available to immediately redeem in any UK Harvester restaurant.


Apple m-commerce development


Helen Worrall, Harvester marketing manager, said: “We are excited to be among the first in line to use this new way to distribute mobile vouchers to Apple Passbook users, offering our customers a better and more convenient experience.”


She added: “Not only does it provide us with a new way of engaging the iOS 6 iPhone users, but the benefit having one central point to digitally distribute and redeem vouchers in real-time means we have more control and visibility over our marketing campaign performance.”


The vouchers offer Harvester customers £5 off a £30 spend and targets families who are using iOS 6, with banner campaigns promoting the offer running on Millennial Media's mobile advertising platform.


The banner ads direct consumers to the relevant microsite where the vouchers can be downloaded. A unique code is then assigned to each voucher and delivered to Apple Passbook, so it can be securely redeemed instore using point-of-sale (PoS) redemption technology from Eagle Eye.


Mobile offers hospitality advantage


Steve Rothwell, Eagle Eye managing director, highlighted that the restaurant sector is notoriously competitive when it comes to deals. “Research has proven there is a huge appetite from customers to make their decisions on where to eat out based on what offers they have available to them, mobile being key to this,” he said.


“The launch of Apple’s Passbook with iOS 6 marks the beginning of the end for paper and plastic based coupons and vouchers,” Rothwell added.


Gavin Stirrat, managing director of Millennial Media in Europe, the Middle East and Africa, said: “By layering in a technology like Eagle Eye and a consumer experience like Apple Passbook, it is now possible to close the loop on point-of-sale marketing campaigns, driving real value and efficiencies in the issuance and redemption of vouchers and coupons in a way more traditional channels cannot.”


Harvester’s parent company, Mitchells & Butler, recently signed up Eagle Eye to launch a group-wide gift card and digital voucher scheme. The September/October issue of Retail Technology magazine, which is out this week, includes an interview about the launch with Paul Madden, Mitchells & Butlers director of customer experience and digital innovation.