MOB 23ILE
AURORA IN ‘PAY BY MOBILE’ FIRST
LADBROKES QR CODES OUTPERFORM SMS
T
he 15 million UK customers of PayPal can now use their smartphones to pay at High Street retail stores owned by
the Aurora Fashions group – Coast, Oasis and Warehouse – and Karen Millen. The service launched nationally on 31 May and will be available in 230 stores, using the PayPal inStore app for Android and Apple iOS devices. The app provides the customer with a unique barcode and transaction number, which the shop cashier scans to take payment from the customer’s PayPal account. Payments, refunds and discounts are all managed via the app, which is PIN protected. Cameron McLean, PayPal UK managing
director, stated: “The lines between the online world and High Street will soon disappear altogether: research we carried out last year
amongst major retailers suggested that 2016 will be the year you won’t need a wallet to shop on the British High Street. A phone will be enough. “This move also underlines our view that mobile payments don’t need near fi eld communication (NFC) technology to succeed. PayPal’s ‘pay by mobile’ service works with the phones most of our customers already own. And our retail partner doesn’t have to install new systems to take instore mobile payments.” Ish Patel, group omnichannel director at
Aurora Fashions, said: “Catering for payment fl exibility is a now a crucial part of ensuring we are providing customers with a seamless experience by merging digital commerce with physical retailing.”
POST OFFICE BECOMES LARGEST NFC ADOPTER
HSBC Merchant Services, an independent UK payment processor and subsidiary of Global Payments, has announced it is set to deploy contactless payment solutions to all Post Offi ce branches in the UK. This follows news last November that HSBC Merchant Services won a tender to supply payment solutions to the Post Offi ce. The provider also rolled out a number of contactless payment systems in the UK in 2010, including QPR football stadium at the start of the year.
All 11,000 Post Offi ce branches in the UK will be provided with contactless terminals to allow customers with MasterCard Paypass and Visa PayWave cards to make payments under £20.00 in a couple of seconds, speeding up queuing times. Customers will also be able to pay using NFC equipped mobile phones. The roll out is expected to be completed by the end of 2012 and will be the largest deployment of contactless technology in Europe to date.
Ladbrokes recently announced that quick response (QR) codes outperformed short messaging service (SMS) texts during a customer acquisition campaign. The campaign to promote its mobile betting service delivered twice as many QR code responses and a third more acquisitions than the equivalent SMS text-based communications. For the campaign, which sought to promote the Ladbrokes’ mobile betting service, placed printed QR codes in advertisements with a range of media, including The Sun, Racing Post, i, Racing+ and The Star. The advertisements gave consumers the option to respond via QR or SMS and, using the proprietary QR code engagement platform from mobile technology fi rm zappit, Ladbrokes saw more than two-thirds (69%) of responses driven by QR. QR drove more than 10,000 engagements in total, with around a quarter of the users who scanned the QR codes doing so more than once and, over the course of the campaign, 13% of the audience interacted with the QR codes by more than a factor of four. The bookmaker used QR analytic technology from zappit to track re-engagements and worked closely with the provider’s mobile marketing team throughout the campaign. Mike Burke, Ladbrokes mobile
marketing manager, said: “The customer acquisition results speak for themselves but the analytics provided by the zappit platform has also given great insight into how Ladbrokes’s customers interact with their betting services. Working with zappit on this campaign has already demonstrated positive ROI [return on investment] for us from press activity, which has been a challenge to quantify historically. Zappit has also provided Ladbrokes with an easy to use, scalable solution for managing our cross-media QR code campaigns in future.”
MAY/JUNE 2012 RETAIL TECHNOLOGY
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