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Tesco announced recently that it had been running a trial at its new concept store on Villiers Street in central London, in which digital discount coupons were pushed to the smartphones of 40,000 shoppers who had ether passed by the store six times during a two-week period or walked in and out of nearby Embankment station.
Customers could redeem their coupons by scanning them at one of the store’s self-service checkouts. Tesco described the trial as an attempt to use the ever-increasing popularity of mobile to address some of the challenges to maintaining customer loyalty that have been created in recent years by the growth of omnichannel retail....
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