DDi - April/May 2013 - (Page 102)

102 | CUSTOMER ENGAGEMENT In-Store Technology Photo: Chuck Lohre, Cincinnati SECTION Pass the phone Apple’s Passbook app signs on more retailers for in-store savings By Janet Groeber L ast September, when Cupertino, Calif.based Apple Inc. launched Passbook (an iOS 6 app for the iPhone and iPod Touch) at its Worldwide Developers Conference, there was much speculation surrounding a digital wallet from the über-cool company. Could Apple create a one-stop shop for offers and coupons, much the way it created iTunes for music and games? Could this be a game-changer in terms of storing customer loyalty cards, gift cards and coupons in one place? And, what bottom-line effect could it have on retailers? | April/May 2013 Turns out, Passbook isn’t really an e-wallet like Google Wallet, which uses near ﬁeld communication (NFC) technology to make payment to retailers. Passbook’s innovation is its ability to store and remind users of what deals or gift cards they have at retail establishments. And, in true Apple fashion, the idea was to organize these little digital bits (think slips of real paper stuck in your physical wallet), so that they could be used “super fast” to streamline the iOS app experience. Yes, the app can be used to make payments at some retailers, including Starbucks, for example, but tech watchers say its strength lies in quickly and easily displaying ticket codes (think airlines and sporting events) or coupons, the preferred catnip of the bargain-seeking class. Coupons.com, the digital couponing juggernaut, is now offering Passbook coupons directly on its website—some of which are exclusive. This is an impressive feat, considering Coupons.com has 21 million monthly unique visitors and says it will offer more exclusive deals to Passbook coupon users in the future. That’s great news for bargain-savvy customers who visit the Coupons.com homepage (which is mobile-optimized for the iPhone’s web browser) and access deals by tapping the “Get Coupons” button underneath the “Passbook” section at the top. Users are redirected to a second page to view offers, and can then add coupons to their digital wallet with just a few more taps. Then, it’s off to the bricks-and-mortar store for redemption (and bragging rights for bargain hunters). Upon checking out, customers show the on-screen coupon to the cashier, who then scans the barcode. Passbook coupons clearly include the retailer’s name, offer description and expiration date. In case of scanning trouble—and these can happen when the screen is too light, for example—a numeric code (and instructions for cashiers) can be entered directly. Currently, the Coupons.com app is focused mainly on coupons for grocery and consumer packaged goods, but Cox Media’s Valpak also is getting into the Passbook act, as is Gyft.com, who recently did a gift card giveaway test with Sephora. The good news for retailers is that there is no major incremental capital spending required to work with Passbook, because it does not rely on NFC technology (which often requires businesses to upgrade their checkout systems). Retailers only need the ability to scan QR or ticket codes for the feature to work. At the time of the launch, Passbook-integrated offers were available from about 20 retailers, including Barnes & Noble, Bon-Ton, Carter’s, Lane Bryant, Macy’s, Michaels, Old Navy, PetSmart, Shopko, ULTA Beauty and Yankee Candle. Since the initial launch, the app has been updated, and Coupons.com also has expanded its retail roster to a whopping 50 retailers, including Best Buy, Coach, Dick’s Sporting Goods, Hallmark, Home Depot, jcpenney, Nordstrom, Ofﬁce Depot and West Elm. Stay tuned, as new retailers will be added frequently, Coupons.com says. And, like any evolving technology, more changes and new options are surely on the horizon. To email this article, visit www.ddionline.com/magazine. www.ddionline.com http://www.Coupons.com http://www.Coupons.com http://www.Coupons.com http://www.Coupons.com http://www.Gyft.com http://www.Coupons.com http://www.Coupons.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2013

DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - April/May 2013