PayPoint mobilises a loyalty scheme

20 April, 2007

Independent drinks retailers will soon be able to offer their customers discounts through a mobile phone-based loyalty scheme.

From July, stores with PayPoint installed will be able to take part in the discount system called Shop Scan Save. It aims to simplify coupon handling for retailers and rival loyalty schemes run by supermarkets such as Tesco and Sainsbury's.

Customers sign up by texting the word join to a special number. They are then sent barcodes direct to their mobile, which can be scanned by the retailer to register product discounts.

So far Unilever, P&G, Mars, NestlÚ and Red Bull have signed up to the scheme, and other major brands could follow .

Paypoint chief executive, Dominic Taylor, said suppliers would be able to reimburse retailers much more quickly with the digital technology, rather than the old system of posting coupons.

He said: "With Shop Scan Save, value flows from the brand owner to the consumer, rather than the other way around.

"In all other respects, Shop Scan Save delivers traditional PayPoint values to our retailers by driving footfall into stores and increasing sales."

The scheme has been trialled in Hull, and from July it could be used in the estimated 17,500 stores that have PayPoint.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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