Alcatel-Lucent has launched a contactless payment and loyalty points program with Sanoma Magazines to help the Belgium-based publisher gain insight into the buying habits of its non-subscription customers, according to destinationcrm.com.
In the pilot, customers use prepaid NFC stickers affixed to their mobile phones to buy Sanoma’s ‘HUMO’ and ‘Flair’ magazines by holding the mobile phone to a reader at the point of sale.
The sticker allows customers to buy 12 HUMO magazines for the price of 10, and Flair readers will be able to register online to earn loyalty points every time they use the sticker to purchase a magazine.
According to destinationcrm.com, the pilot involves about 700 HUMO and Flair customers, who can buy the magazines at seven stores equipped with contactless readers in Antwerp, Belgium. Customers can also pay for other items at the stores using the stickers.
Alcatel-Lucent supplied the contactless technology for the pilot, as well as the payment vouchers and loyalty points program. Proximity BBDO, a customer relations agency, is also participating in the pilot.
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