Dive summary:
- L'Oreal is teaming up with Walgreens and Duane Reade locations in Manhattan to launch a mobile coupon campaign that they hope will help solve how to connect mobile ads with real life purchases.
- Ad tech startup Sparkfly will serve up L'Oreal coupons within the popular beauty app PRIMP; the coupons can be redeemed at Walgreens and Duane Reade stores in Manhattan.
- Sparkfly has connections with Walgreens and Duane Reade's point of sale providers and is able to collect data on what each customer buys when they use the mobile coupon; each coupon has a unique barcode that Sparkfly can then connect with that customer's PRIMP account.
From the article:
"The deal allows L'Oreal to advertise its wares to its target audience and glean insight into which customers use coupons and which items are particularly popular at certain times. locations and among certain consumer segments.
Because the coupons are only redeemable at Walgreens and Duane Reade, those stores stand to have more foot traffic and higher sales. PRIMP is not only able to partner with a major brand (L'Oreal), its able to charge more for these coupons than for a standard mobile display ad. Most importantly, consumers get a discount, providing more utility for consumers."
