Personalization is the holy grail of marketing. The more targeted your message is, the more engaged the consumer will be. Microsoft Tag’s Device ID capability helps you get that personal touch. Each phone that scans a Tag is assigned a unique device ID, and Tag Manager can track which Tags a device scans and how often. Armed with this intel, you can program a Tag to deliver a different experience with each scan. Device ID is perfect for couponing, contests, loyalty programs, and accelerating the purchase process.
Build customer loyalty and repeat business
A store or restaurant could offer different discounts and incentives based on how often a customer scanned its Tags. A clothing retailer might reward loyal customers with special discounts or “secret sales.” Eurest Dining Services placed Tags on disposable cups in its corporate cafés and offered various promotions based on scan frequency.
Promote contests and sweepstakes
Device ID is a great way to track contest entries and encourage repeat traffic. Brothers Bar & Grill ran a month-long promotion to win a cruise, and encouraged repeat business by changing the entry Tag each day, which could only be scanned on-site. Self andAllure magazines used Tag’s Device ID to encourage repeat entries in their annual “free stuff” giveaways. Once a reader registered by scanning a Tag, they could enter the contests repeatedly – in Self’s case, hourly each weekday. Device IDs also help you keep the playing field level, enabling you to exclude multiple scans in a one-entry-per-device situation.
Remember user information
Rather than have customers enter email addresses or other information over and over, you can store it with their Device ID. Next time they scan your Tag, you’ll have their info.
Streamline couponing
Coupons are gaining new luster with mobile marketers1. Mobile coupons are delivering higher redemption rates than their paper counterparts – and they're less expensive for you to produce and distribute. A customer could scan a Tag on a print ad or in-store display and receive a mobile coupon, which they then apply at checkout by scanning another Tag at the register.
Scan to buy
Connecting a customer’s Device ID to her account information creates all kinds of sales opportunities. For example, you can add a Tag to a product’s catalog entry and let your customer scan to buy. You can take the order directly from her device or have her complete the transaction through your online site. By connecting her Device ID to her user account, each item the she scans can be added to her shopping cart, and the next time she visits your site, her cart will be loaded up and ready to go.
Adding that personal touch
By collecting and storing user information you can integrate your brand into their mobile experience. For example, a Transit agency can store a user’s favorite transit stops, and make it easy to quickly find related routes or alternative routes home from work.
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