L’Oreal, Walgreen’s Look to Measure Effectiveness of Mobile Coupons
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L’Oreal has teamed up with Walgreens and Duane Reade locations in Manhattan for a mobile coupon campaign aimed at solving mobile advertising’s fundamental problem: Connecting mobile ads to real-world purchases.
The campaign involves ad tech startup Sparkfly serving L’Oreal product coupons within popular women’s beauty app Pretty in my Pocket (PRIMP), which are then redeemed at Walgreens or Duane Reade stores in New York’s Manhattan borough.
Because Sparkfly has partnerships with Walgreens and Duane Reade’s point-of-sale providers, its able to collect data on exactly what items a consumer bought when redeeming one of its coupons. And because each coupon has a unique barcode, Sparkfly can then connect those itemized purchases to the consumer’s PRIMP profile.
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