Orange & EAT

Case study

"The EAT campaign enables customers with Orange NFC-enabled phones to tap posters located in EAT"

Overview

Following the launch of Orange’s Quick Tap NFC mobile wallet service last year, Orange has now launched Quick Tap Treats (QTT) an NFC voucher and loyalty service which is being delivered through its retail partners to Orange customers. The service was launched in March 2012 across 114 EAT. stores nationwide. It is the UK’s first large scale NFC marketing campaign.

Solution

The QTT service is built on Proxama’s TapPoint® NFC marketing platform and the QTT app is a rebranded version of Proxama’s TagCenter®.

The EAT campaign enables customers with Orange NFC-enabled phones to tap posters located in EAT. stores. Each tap spins a “wheel of fortune” which randomly selects a treat. After three spins the customer can select a treat to redeem in-store. The customer can only claim one treat per day. All campaign logic and campaign analytics are managed and set up via TapPoint®.

Outcome

Proxama’s TapPoint® platform was used to setup the campaign, programme NFC tags and collect real time usage information during the campaign. TapPoint® uniquely enables NFC tags to be assigned to locations so all customer transactions are tracked by store location, providing invaluable insight into customer behaviour.

Altogether there were 24,614 transactions over the two months, working out to 410 transactions per day3/5 consumers also purchased other additional items simultaneously when collecting their treats.