Sainsbury's invests in digital couponing

Sainsbury's has chosen to partner with Eagle Eye to deploy its AIR platform which allows retailers to digitise their paper-based voucher schemes.

Eagle Eye – which is backed by former Tesco CEO Sir Terry Leahy  ̶   will provide Sainsbury's with a new digital platform which will enable the retailers to accept money-off coupons from mobile devices rather than using paper coupons.

As well as promising to provide a seamless multichannel shopping experience, the vendor's platform can be used to prevent fraud related to paper vouchers.

Thirty percent of the UK's grocery market now uses the AIR platform  ̶  including Sainsbury’s and existing customer Asda  ̶  and the vendor has reported a 165% increase in its revenue over the last year.

George O'Connor, director at investment bank Panmure Gordon, said: "Eagle Eye is becoming a key lever in retailers' struggle for customer loyalty and the industry standard network for digital vouchers."

O'Connor believes the Sainsbury's contract to be in the range of double the size of Asda's.

Last year, Clarks also chose the vendor for its business-to-business (B2B) voucher programme which allows coupons to be redeemed at all its existing points of sale across the UK.

Eagle Eye used its AIR platform to roll out the programme and firstly distribute vouchers via paper with unique codes, and then later via email, SMS and mobile.

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