Loyalty Truth

Marketers spend a lot of money tracking what we buy so they can tailor promotions to our specific needs. Now, we consumers can take that tracking into our own hands, and at home.

Enter CoupSmart, a mobile application wherein consumers scan the UPC codes of products they already purchased and in return receive customized packages of free samples and coupons each month. The brainchild of a former Kroger Co. executive in Cincinnati, CoupSmart has connections with retailers and manufacturers that make such fulfillment possible. The information is shared with these partners anonymously.

The app (available only on iPhone now, but coming to Blackberry and Android) is designed as an alternative to paper coupons, but has the added benefit of delivering rewards to consumers. Smart, because this in turn establishes a more intimate connection between shoppers and their brands.

For instance, every month CoupSmart gives out prizes to members who have scanned at least 30 items. It also gives out weekly and daily rewards and includes fun charts on its site showing the top scanners.

To join, consumers sign up atCoupsmart.com – this will require some personal info such as home address, in order to create an accurate profile. Next, they download the app and prepare to scan.

Marketers have set their sights on mobile marketing as the next frontier, and that territory is quickly becoming settled. Fortunately, this rapid advancement provides consumers with a powerful tool, underscored by the fact that mobile phones are literally held in our hands.

At a time when privacy is an increasingly looming concern, among consumers and government agencies, giving us more control is a big step toward assurance.

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Lisa Biank Fasig is Director of Public Relations at JZMcBride and Associates