Dubai-based incentives brand, the Entertainer, partners with EMS to measure all voucher redemptions
Dubai, July 1, 2013 – The Entertainer, the regions number one provider of annual two-for-one incentive offers, is partnering with EMS to track its printed vouchers redeemed at their merchants.
Since the launch of their new 2013 products, the Entertainer has deployed Quick Response (QR) codes on all offers across its current portfolio of 21 printed books, as well as all web offers which can be downloaded and printed from their web site. A QR code is a two dimensional matrix barcode which contains data that can be read quickly and easily using a device such as a smartphone.
There are now over 15,000 unique offer codes across the Entertainer portfolio and so far this year over 352,000,000 vouchers have been printed with QR codes included. To track the redemption of these offers, the Entertainer has begun the process of rolling out special QR code scanning devices to each of its 6,000+ merchant partners. The scanning devices were custom made for the Entertainer by EMS.
“Our redemption loop is a game changer for us and moves us into the ‘big data' landscape globally,” said Donna Benton – Founder and CEO of the Entertainer. “For 12 years, our merchants have consistently provided us with feedback on how successful their partnership with the Entertainer has been, which is proven by our extraordinarily high renewal rate with our merchants. Now we are able to definitively measure the impact of our programme.”
According to Benton the data provided by the solution is “invaluable for our understanding of both our merchants and customers alike. We partnered with EMS because they are able to provide us with a bespoke, scalable solution and are able to work flexibly with us. They quickly understood our business requirements and the technical and logistical complexities involved.”
Babar Khan, CEO – EMS said, “EMS has partnered with the Entertainer to provide them with a customised solution to scan QR codes through our android devices. EMS has always been keen to take up such unique opportunities to innovate and provide customized solutions across the region.”
Entertainer customers will continue to redeem their printed vouchers in the normal way but the merchant will now scan the QR code and enter in some basic point-of-sale data which is automatically sent back to the Entertainer's central database. The Entertainer then provides the information back to each merchant on a monthly basis so that they can see exactly how many offers are being redeemed across their multiple outlets.
The reports also include the total value of the savings achieved by the customers and how much revenue is being driven via the Entertainer vouchers. This enables merchants to calculate a more accurate Return on Investment (ROI) across their marketing programmes. Merchants are only ever given access to their own redemption data but the Entertainer can share how they compare to region or category specific benchmarks. Customer data is strictly protected in accordance with the Entertainer's privacy policy.
The rollout of the devices has already begun and is expected to be completed across all 14 Entertainer destination markets within the next three months.