Iceland drives £500k of additional sales from mobile coupons

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Iceland plastic
// Iceland has driven £500,000 of in-store sales from mobile discount vouchers
// Over 20,000 vouchers found in national newspapers were redeemed
// The campaign increased Iceland’s average basket value by 5%

Iceland has revealed that £500,000 of in-store sales have been driven from mobile discount vouchers.

Over 20,000 vouchers were redeemed as customers used their smartphones to scan the coupons which were found in national newspapers.

The campaign has increased Iceland’s average basket value by five per cent.

“We were keen to trial the mobile wallet to see if it would drive customers in store,” Iceland marketing director Neil Hayes said.

“To date, the results have been very promising. While print still plays a key role for coupon-based offers, the wallet played a measurable role and we are confident that it brought new customers to Iceland.”

The Mobile Wallet Company managing director Will Proops, who helped create the service for Iceland, said: “We look forward to working with Iceland and utilising other aspects of the native wallet with their new audience, such as location technology to offer more localised offers, reminders of deals, and sampling for new product ranges and launches.”

The move is part of Iceland’s on-going digital transformation. In June last year, the frozen food retailer pledged to go mobile first, and in April of this year, it delivered its mobile first website.

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