Tesco and Subway exploring the loyalty card enabled smartphone

Published by Ewan Spence at 10:34 UTC, June 8th 2010

Every store has one, and they want every customer to have one. The loyalty card is one of those inventions where everyone seems to win – the customers get special offers and discounts, while retailers build both brand loyalty and market research on shopping habits. And in the modern world, they’re making the jump from your wallet to your smartphone, as Tesco and Subway join the ranks of virtual loyalty cards. Read on for more.

Both applications are Java-based and provide a simple interface – add your details in and get a scannable barcode on-screen that ties in to the account you have with that scheme.

The Tesco Clubcard asks for your details in a regular Java-powered dialog, creating a barcode and Clubcard graphic on the phone screen which can be scanned at the checkout to add the earned points to your account. You can also call up your current points balance from inside the application.

Loyalty Loyalty

The Subway loyalty card app has one main advantage over the Tesco app – you don’t need to be an existing card holder to use the application. If you haven’t got one, the application will generate a scannable barcode for your phone screen, and this can be “paired up” with a physical card next time you visit a store.

Loyalty

Both these applications are in their infancy, and yes they have been spotted on other platforms; Tesco’s Nick Lansley has said that they started with the iPhone “because I have an iPhone so it seemed like a good place to start.” Now that the technology has been proven in the marketplace, it’s time to reach out to other platforms.

These ‘virtual cards’ are just two more small steps down a converged road, with your smartphone being the hub of not just your digital world, but your whole world. With the data held on remote servers, there’s no hardship if you have to replace your phone - you can even carry your card on multiple phones.

Just like the original idea of the loyalty card, the smartphone version benefits both the user (convenience) and the company doing the promotion (less physical resources used and making the scheme easier to use). It’s a win all round for connected technology.

Grab your Tesco card from the Ovi Store, and the Subcard from m.subway.com via your mobile browser.

Ewan Spence, AAS


 

Filed: Home > News > Tesco and Subway exploring the loyalty card enabled smartphone

Platforms: General, S60 5th Edition

Categories: Software, Links of Interest

News Discussion

alexanderclaus
applications are in their infancy, and yes they have been spotted on other platforms; Tesco’s Nick Lansley has said that they started with the iPhone “because I have an iPhone so it seemed like a good place to start.” Now that the technology has been proven in the marketplace, it’s time to reach out to other platforms.
alexander claus
austin air
amwebby
It would appear this is only available for touch phones. Why?
Unregistered
If he started by developing it for the iPhone, how come it's an Ovi download, and why Java?
gazza_d
Just tried this in my local Tesco, not good.

Firstly I was informed that the tills on the normal checkouts were not capable of scanning the barcode on the app, and was directed to Customer Services.

Their scanner fared no better, and the poor girl had to type in the numbers. Only saving grace is that they were legible, unlike my worn-out club card.

Felt a bit of a geek as well, although both assistants said that several had also tried.
Rafe
gazza_d - I salute you as a man of progress... impressive geek credentials I feel.
Rover_45_Parts
Very nice and beneficial strategy!
Unregistered
Very amazing and beneficial invention!
iFanboy
Dunno if it makes any diff. But the subway app worked flawlessley on my 3GS, scanned it first time and got my points added pretty much straight away, so thumbs up for the Subway app from me. No idea about Tesco though, I'm an Asda man lol
spaceprobe
Limited use since surely most Nokia owners shop at Waitrose (whose home shopping service does have an Iphone app):)
lovesign
I've now tried this at my Tesco store both on self service checkouts and at the petrol pump and it's a massive fail, I'm afraid. The scanners simply refuse to pick up the code.

Just another in that long line of disappointments and let downs with the N97.
davesmith
I couldn't get it from the Ovi store as it said it didn't support non touch screen phones and I have a N86. However in Subway store posters say goto m.subway.co.uk, and it installs the app fine. It appears to be working for me.
I've yet to try the tesco's one yet.

This is great news for me as I hate carrying so many loyalty cards around in my wallet.

Full thread: 11 Comments / Post New Comment

Search

Navigation

Social

Advert

Translate

Also All About