Shoprite Checkers offers instant shopping discounts on mobiles

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Getting the mobile coupons is easy; consumers simply view coupons on their cellphones, purchase those products in store and enter their one unique code, called a WiCode at the till's pin pad in the store.

The total discount will then automatically be taken off their total shopping amount and they will see their savings at the bottom of their till slips. Consumers will have access to thousands of rands worth of savings with one easy code on their cellphones for all coupons available - no printing or cutting is required.

Whitey Basson, CEO of the group, said that digital technology - in particular smartphones - has made consumers even more powerful. "It offers consumers a multitude of choice, information and access to bargains. It is also a new and more affordable channel for entertainment and retailers must keep pace.

Mass personalisation

"Affordable smartphones and tablets brings a new era of mass personalisation, which means retailers need to think and act in a multichannel way. We can't just deliver what consumers want today, but we have to anticipate how to meet their needs tomorrow."

This initiative allows the stores to consolidate their rich customer data on shopping preferences into a single data repository. It allows the group to communicate targeted relevant offerings based on consumers' preferences without the significant start-up and incentive costs of a loyalty card.

Helpful tools

Eezi Coupons are available on a number of the group's other digital channels including USSD, mobisites, websites, Facebook and a Checkerssmart phone app for iPhone and Blackberry users. The app also provides helpful tools that make it easier to shop and save, such as latest deals, how to find the nearest stores, store hours and a shopping list for extra convenience. With the application, Checkers also becomes the first supermarket to launch a smart phone application in South Africa.

The EeziCoupons are made possible through the integration of the WiCode platform, a product of WiGroup at the supermarkets' point of sale. The technology also enables future applications such as the enablement of mobile money transfers and mobile payments at the till points.