Tesco has teamed up with Unilever to launch a major trial of iBeacon technology. By downloading the ‘Mpulse app’, consumers in London will receive discount coupons on their smartphones for Pink and Black Magnum ice creams when they pass by iBeacons located in 270 Tesco Express stores across the capital and via push notifications powered by Urban Airship
The app, developed by agency Karmarama, is being launched as part of a Pink and Black Campaign in London and the South East and will also allow users to invite friends to join them. Tesco’s dunnhumby customer data unit instigated the partnership with Unilever and will evaluate the campaign.
Lawrence Weber, Managing Partner Innovation at Karmarama, said: “We’re fascinated by the potential for new technology to join up the retail journey. Work on this trial with Tesco and Unilever has been a great opportunity to learn about consumer reactions to new types of brand communications. ”
Tony Reed, Tesco’s Convenience Managing Director, added: “We’re constantly seeking new and exciting ways for our customers to shop with us and receive great offers. With summer on the way, we’re delighted to trial this concept and can’t wait to get our customers’ feedback.”
Tesco has recently been looking to mobile technology in order to provide more personalised offers for shoppers. In May it launched a mobile couponing trial in London and is thought to be looking at ways to digitise its Clubcard loyalty programme to offer more relevant deals.