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Apple's Passbook used to drive coupon campaign at UK restaurant chain

post #1 of 14
Thread Starter 
UK restaurant chain Harvester has taken advantage of the Passbook feature in iOS 6 to drive a wave of customer interest and new sales.

harbinger


Looking for a way to drive customer traffic and increase buying, Harvester and their technology partner developed a voucher campaign based on Passbook. Harvester created a coupon that could be used at any Harvester restaurant across the United Kingdom, with users able to redeem the coupon directly from their mobile devices.

The campaign allowed customers to get ?5 off their bill when spending ?30 or more.

Harvester's campaign was the first of its kind in the UK to take advantage of Apple's Passbook app. Within two clicks, users received a unique voucher code on their devices, stored automatically within Passbook. The voucher was redeemed when the customer paid the bill, with restaurant workers able to input the voucher code into their point-of-sale terminals, allowing Harvester to track the efficacy of the campaign.

"The campaign exceeded our expectations," a Harvester representative told Millennial Media.

Harvester issued almost 16,000 vouchers in two weeks of campaign operation. Of those, almost 700 were redeemed during the course of the campaign. Overall, the campaign had a cost per action of ?3.41.

"Clearly Apple Passbook users love a great deal as much as they love their technology," said a Harvester rep. "[The] platform gave us real-time data and secure redemption we needed to control the offer with confidence."

Launched with the release of iOS 6, Apple's Passbook allows users to store items like digital tickets, reward cards, and more. The feature has seen some uptake from a number of large service providers and venues. Major League Baseball, for instance, has been steadily integrating Passbook into its ticketing operations at a number of ballparks.

In December, American Airlines and Sephora expressed excitement quicker-than-expected growth of iOS users storing boarding passes and more in Passbook. Credit card company Discover now allows users to store and redeem eCertificates through Apple's Passbook app.
post #2 of 14
"Have you ever been to a Harvester...?"
post #3 of 14
Quote:
Originally Posted by jasonfj View Post

"Have you ever been to a Harvester...?"

I haven't been there, and it may very well be a crappy restaurant. That doesn't matter. Some have dinner at McDonald, some at a steakhouse. The point is they are using a cool technology to replace coupons. You phone stores everything nowadays.

post #4 of 14
As a UK resident, I'd say Harvester is much more in the Android user demographic.
post #5 of 14

Next up: International Harvester!

post #6 of 14
Quote:
Originally Posted by AppleInsider View Post

[...] Harvester's campaign was the first of its kind in the UK to take advantage of Apple's Passbook app. Within two clicks, users received a unique voucher code on their devices, stored automatically within Passbook. The voucher was redeemed when the customer paid the bill, with restaurant workers able to input the voucher code into their point-of-sale terminals, allowing Harvester to track the efficacy of the campaign.

 

I'm glad to see Passbook is finally being used for something other than coffee and flying, but I still don't really get exactly what it's supposed to be and what need it's supposed to fill? Couldn't this have been just as easily accomplished via email? Text message?

 

I'm trying to understand what this whole Passbook thing is about, but I'm just not getting it. Of course, I'm just not that bright so it's no surprise...

post #7 of 14
Quote:
Originally Posted by zoffdino View Post

The point is they are using a cool technology to replace coupons.

Technology? Coupons?

Why not just drop the price by $5 for a certain period of time?
post #8 of 14
Never been to Harvester but I use Starbucks and Oyster Pass in Passbook almost daily
post #9 of 14
Quote:
Originally Posted by markroder View Post

As a UK resident, I'd say Harvester is much more in the Android user demographic.

 

lol.gif It's funny because it's true.

post #10 of 14
No one I know uses passbook, essentially there is nothing there worth looking at. It's such a wasted opportunity, but it does not really seem to have caught on at all, at least not here in the UK.
iPad, Macbook Pro, iPhone, heck I even have iLife! :-)
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iPad, Macbook Pro, iPhone, heck I even have iLife! :-)
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post #11 of 14
Quote:
Originally Posted by Michael Scrip View Post


Technology? Coupons?

Why not just drop the price by $5 for a certain period of time?


Away with you... with your common sense and simple solutions. 1wink.gif

post #12 of 14
Quote:
Originally Posted by v5v View Post

I'm trying to understand what this whole Passbook thing is about, but I'm just not getting it.

Me neither. In fact, I've never opened the app. Just dumped it in a 'AppleZooi' folder.
post #13 of 14
Thought you would be interested in learning that Greek airline Aegean Airlines only 2 days ago issued a press release announcing AEGEAN%u2019s Mobile Boarding Pass on Passbook. I use Aegean exclusively for my flights to and from Greece, using the proprietary Mobile Boarding Pass option. I will now finally have a use for Passbook. Press release here: http://en.aegeanair.com/all-about-us/press-office/press-releases/press-release/?prid=411.
post #14 of 14
Quote:
Originally Posted by zoffdino View Post

I haven't been there, and it may very well be a crappy restaurant. That doesn't matter. Some have dinner at McDonald, some at a steakhouse. The point is they are using a cool technology to replace coupons. You phone stores everything nowadays.

Actually that was a reference to an old ad campaign Harvester ran in the Eighties here in the UK.

Although the aspersions remain!
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