Retailers get Passbook integration

Tesco, The Body Shop, Seatwave and eFlorist have become the first major advertisers to use Apple’s mobile wallet, Passbook, through a new performance marketing tie-up.

The retailers are working with their affiliate network provider, Tradedoubler, to integrate its performance marketing systems with the mobile wallet application programming interface (API) of Passforce through select affiliates such as Netvouchercodes.co.uk.

Passbook is Apple’s mobile wallet, allowing consumers to store digital tickets, boarding passes, store cards and coupons in one app. 

Research from the Tradedoubler Insight Unit found shoppers are increasingly bargain-hunting via mobile, with 51% of connected consumers pro-actively searching for vouchers on their phones. It commissioned Fox Insights to survey 2,500 smartphone users who shop at least once a month online - in the UK, France, Germany, Italy, Netherlands, Spain, Sweden and Poland - accounting for 89% of the retail e-commerce market in Europe.

The Tradedoubler Passbook integration with these performance marketing programmes will allow the retailers to follow up the initial delivery of a voucher, coupon or special ticket after consumers have left the original affiliate channel on their iPhone or iPad2. Options could include: tactical push messages to remind customers that vouchers are about to expire combined with geotargeting to drive them instore, or even offering updates to customers when their code expires.

 

By making it easy to complete the purchase via mobile, the purchase journey can be accurately tracked and the affiliate rewarded. 

While none of the participating Tradedoubler retail clients commented, Neil Ranatunga, Tradedoubler UK head of mobile, stated: "We believe that Tradedoubler’s Passbook solution opens the door to a brand new way of improving brands’ voucher code performance."

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