Six months after the launch of Walmart's (NYSE:WMT) successful Savings Catcher e-receipts program, the retailer is featuring new mobile e-receipt promotions with big brands such as L'Oreal and Italian foods manufacturer Barilla.
This month, Barilla launched a promotion with Walmart, enabling customers who purchase four Barilla products to send an image of their receipt via text or email, or upload it to a web site. Then, they can register to receive an e-cookbook with recipes from the brand's Olympic and World Cup spokesperson Mikaela Shiffrin.
And, late last year, consumers who purchased $20 or more of qualifying products from Walmart stores could text LOREAL to 811811. Then, they took a picture of their receipt and could email it to [email protected], upload it at http://lorealwalmartgift.com or send it via MMS. Customers could then receive a $5 e-gift card from Walmart.
Walmart's e-receipts promotions began last May, when the retailer introduced the Savings Catcher feature on its app, enabling users to scan a receipt and automatically check if nearby retailers are offering a lower price on purchased items. When the app finds a lower price, customers automatically receive an egift card in the amount of the price difference.
Receipt-based mobile promotions are paying off for brands that are working with Walmart and other retailers, David Hargreaves, chief client officer at Snipp Interactive Platform, told Mobile Commerce Daily.
"Adoption rates are almost eight to 10 times what they were 12 months ago," Hargreaves said. "Brands are consistently seeing the value of the data they can get from the sample: basket size, retailers, share of basket, competitor products as well as using the data to benchmark effectiveness of media spend on different channels."
Major brands are also using receipt-based promotions to measure which marketing channels are producing the best media spend. "By using a different keyword across print, TV, online, social, etc., brands can use the resulting purchase sample to measure the ROI on different media channels," Hargreaves said.
-See this Mobile Commerce Daily article
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