Mobile marketing, wallet and payment company Proxama has signed a deal with HID Global to provide retailers with a more secure loyalty and coupon experience.
Proxama will use HID’s Trusted Tag product, which provides a unique code each time an NFC tag is tapped, meaning that consumers cannot accidentally download coupons or receive loyalty payments multiple times. Trusted Tag will fit within Proxama’s wider TapPoint platform, which provides retailers with customer and campaign analytics.
Neil Garner, CEO and Founder of Proxama, said: “As technology improves, brands and retailers are transferring their loyalty cards and coupons to mobile. Together with HID, we have been able to develop a solution which makes web-based reward schemes more secure for retailers. By offering this alternative solution to apps, loyalty and reward campaigns become much simpler for retailers and consumers alike.”
Last month, Proxama signed a deal with UK mobile operator joint venture Weve to provide its forthcoming Pouch app with loyalty software.
Analysts have predicted loyalty will be the feature that finally unlocks the largely dormant m-payments market in developed countries.
Michelle Evans, Senior Consumer Finance Analyst at Euromonitor, recently said: “The future consumer adoption of mobile payments will be directly related to the type value add that consumers receive from using their mobile phone. It is likely that the payments industry will see more of these loyalty-driven mobile apps in the near future. In fact, it is likely that over the course of the next year that no conversation around mobile payments will be complete without a mention of the role of loyalty.”
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