Telco-owned UK mobile commerce joint venture Weve has selected Proxama technology as the basis for its 'Pouch' loyalty service.
Great idea. I have heard so many times that "POS is not broken". But take a step back and consider the true consumer experience and you realise that today's people don't want to carry a purse full of cut-out coupons and multiple loyalty cards - this is where
mobile "payments" really kicks in. Benefits both consumers and merchants who stand a better job of attracting / retaining customers, whilst enabling smaller merchants to compete in the loyalty/coupon space. EAT is a great trial partner given their willingness
to try things out and segment - I'd be interested to see Fashion, Airport / City Parking, Consumer Electronics being trialled too at some point (holy grail Supermarkets too?). My hunch is we'll see different segments needing different ways to interact and
consumers choosing what feels natural depending on circumstance at POI ...
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