Tesco trials mobile couponing with Weve to boost awareness of concept store

Tesco has partnered with O2-owned Weve on a mobile couponing initiative in a bid to raise awareness of its new concept stores in London.

The supermarket has a longstanding partnership with Weve, having first worked with the joint venture last year when it still housed EE and Vodafone. The retailer was Weve’s first beta partner for a display ad targeting service which saw it run campaigns across the combined opt-in customer base of the three mobile network shareholders, which at the time totalled 22 million. Since then O2 has bought out EE and Vodafone's shares in Weve and expanded its audience by 20 million.

The latest phase – which ran with all three partners – was tied into a new concept Tesco store in London where mobile couponing was used to create awareness and drive footfall to the store.

Before the trial went live, Weve set a habitual location geo fence, creating a bespoke segment for Tesco comprising consumers who passed by the Villiers Street store or travelled in and out of Embankment Station at least six times over a two-week period.

In addition, Weve also created a real-time location geo-fence around the store to engage with consumers over the age of 18 passing through the vicinity from Weve’s zone one commuter segment.

The habitual and live geo-location was then harnessed to create messages which were pushed out over a two-week period. Weve was able to differentiate between the different audiences to ensure that consumers were only messaged once.

Consumers were sent a message which when clicked on, brought up a unique mobile coupon barcode giving £1 off a £3 shop on food to go. The mobile coupon was then swiped though a new scanning system the company is rolling out in all of its stores during 2015.

Shelly Chotai, FMCG partnership manager at Weve said: “Tesco understands that mobile can and should be part of the shopping experience in ways that can directly benefit the consumer and give them a greater understanding of vouchering and couponing process.

“This initiative between Weve and Tesco, tests a whole number of interesting ideas from habitual and live location, unique mobile couponing that can only be redeemed once, to the creation of bespoke audiences to drive footfall into a whole new range of stores that are different in their concept and ideas.”

Tesco and Weve will be reviewing the results and working and developing the next phase.

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