In a promotion taking place in New York, consumers may act on their impulses using mobile tags, such as bar codes and QR codes, to not only shop around with their camera phones but also to initiate purchases while riding in certain taxis.
SpyderLynk, a mobile activation and marketing-platform company, this week announced a partnership agreement with Glamour Magazine, cosmetics giant L’Oreal USA, mobile-payments company Billing Revolution and payment-terminal maker VeriFone Systems Inc. to use its SnapTag product, which enables riders in select taxis during most of Fashion Week, Feb. 9 to 14, to shop and buy L’Oreal products.
Videos and print ads inside the cabs promote the products, and riders may use their smartphones to scan the SpyderLynk codes to learn about products and purchase them if they choose.
SpyderLynk’s SnapTags and Social SnapTags are SpyderLynk’s proprietary 2D mobile tags, and they allow marketers to use logos and icons as interactive marketing tools. Consumers with smartphones can scan the images of SnapTags placed on packaging, advertising, signage or screens. An algorithm-driven platform powers campaigns, speeds purchase cycles and drives marketing results.
Denver-based SpyderLynk’s new Snap-to-Buy feature enables taxi riders to go one step further than shopping–to buying.
Brands can customize Snap-to-Buy technology, which lets consumers do things ranging from “liking” a brand on Facebook to getting additional product information by scanning a “Buy it Now” or “Shop the Look” SnapTag from a printed advertisement using their mobile phones. They also may use the scans to score and redeem offers or to purchase products.
Taxi riders can take a photo of the “Shop the Look” SnapTag and send it as a text message to a short code. Videos will instruct smartphone users how to download the free Glamour Friends & Fans scanner to their phones so they can scan the SnapTag.
SpyderLynk servers send riders a mobile link to a checkout page where they can check off the products they want to buy. If they have not made a purchase from a “Shop the Look” tag before, they will then be delivered to a billing and shipping page from mobile payments company Billing Revolution and prompted to enter their credit card information and open an encrypted mobile wallet. The L’Oreal purchases will then be cleared through this wallet in transactions managed by Billing Revolution.
The credit card information is saved in the wallet, which consumers may use to make future “Snap-to-Buy” purchases from their specific mobile device with a single click–no passwords and no logins.
Nicole Skogg, SpyderLynk founder and CEO, tells PaymentsSource she experienced the ease of the impulse-buy as she was using one of the taxis Feb. 9. When she scanned a tag, she could see and purchase not just the one product that prompted the scan, but also a few others that are related, for cross-selling.
“I’m part of the target; I use this makeup, so it’s right when I’m seeing the video that I’m excited about this product. I’m getting a how-to video right in front of me, and if it was just that, I might think to myself, ‘Hey, I ought to go to Macy’s or Bloomingdale’s later and check out that product,’ but instead I scan a tag right next to that video, and I’m able to satisfy (the impulse created) by purchasing a product,” Skogg says.
Fifty taxis assigned to Lincoln Center, the Standard Hotel and Conde Nast headquarters in Times Square are involved in the promotion. Glamour is paying the riders’ fares, and VeriFone, which provides payment services for 6,800 taxis citywide, is allowing Glamour to take over its VNET TaxiTV screens in the 50 participating taxis.
The promotion is not using the cabs’ VeriFone payment system, but VeriFone spokesperson Pete Bartolik tells PaymentsSource the company is seeking permission from the city’s taxi and limousine commission to allow riders to purchase goods and print coupons and vouchers directly from the VNET TaxiTV screen. VeriFone’s equipment already enables riders to swipe or tap their cards or phones for payment.
“We view this trial by Glamour as a very positive proof-of concept and look forward to amending the current rules and regulations to allow direct interaction with the VeriFone systems,” he says.
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