Tesco, The Body Shop, Seatwave and eFlorist are to trial a performance marketing technique which integrates Apple’s mobile wallet, Passbook, into marketing programmes.
The solution will enable advertisers to follow-up the delivery of vouchers, coupons or special tickets after customers have left the original affiliate channel on their iPhone of iPad, opening up opportunities to offer updates to customers when codes expire and encourage them to visit stores through geo-targeting.
By simplifying the purchase process on mobile the journey can be more accurately tracked and the affiliate rewarded, according to performance marketing technology company Tradedoubler.
Apple’s Passbook allows consumers to store digital tickets, store cards and coupons in a single app and figures from Tradedoubler’s Insight Unit show 51 per cent of connected consumers pro-actively search for vouchers on their phones.
The solution was created Tradedoubler in partnership with mobile wallet technology provider Passforce, making Tradedoubler the first affiliate network to introduce a marketing solution for Passbook.
"This is an exciting and unique proposition for our clients and a first in the performance marketing world,” said Neil Ranatunga, head of mobile, UK, Tradedoubler.
“We now have the ability to help improve conversion, even after the customer has left an affiliate website. By driving more sales for our clients and more commission for our affiliates from the same level of traffic, we believe that Tradedoubler’s Passbook solution opens the door to a brand new way of improving brands’ voucher code performance.”
The trial will be conducted through select affiliates such as Netvouchercodes.co.uk.