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Loyalty is Pointless without Redemption

Okay, so I will admit, I was quite impressed when I started using a certain retailers Mobile Wallet Application (or User Interface Application – depending upon which Industry term you prefer).  It was quite feature-rich, easy to use, easy to load a prepaid facility and equally easy to spend it using a stacked Code 16K Barcode (incorrectly detailed in several media sources as a QR Code – there is a difference!). 

I did try and output the Barcode into the Apple PassBook (as is supported within the App) – and whilst the generated Barcode in the PassBook did work at least once – upon several other attempts it failed every time – but the Code 16K Barcode within the retailer Mobile Wallet App has worked every time without fail.

It would seem that the wallet integrates not only a prepaid payment facility but it also combines a loyalty scheme offering freebies at certain intervals and an upgraded loyalty status upon reaching a certain level.  Naively I assumed that redemption of these rewards would be via the retailer wallet application – I mean – that would seem like the ideal avenue would it not?  When I tried to redeem my ‘freebie’ I was asked: “have you received your voucher in the post?”.  This knocked me back as I wasn’t expecting to hear that.

So whilst the application is rather snazzy and does receive admiring looks from others marvelling in the fact you can actually buy something with just your mobile phone (without NFC!) – the fact that the integrated loyalty scheme doesn’t support redemption at the point of sale is highly disappointing…



Comments: (1)

A Finextra member
A Finextra member 07 February, 2013, 09:29Be the first to give this comment the thumbs up 0 likes NFC is over before it has begun because the Banks, Telco's and Handset manufacturers failed to reach appropriate agreements with each other. Instead of cooperating they themselves formed the biggest barrier to entry. Merchants have capitalised on this and have managed to launch their NFC-free solutions using Barcodes.

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