Mobile receipts promotions build engagement

CPG brands and retailers are working together to find new ways to make the most of mobile receipt-based promotions.

Italian foods brand Barilla and cosmetics company L'Oreal are both working with Walmart on new initiatives aimed at building engagement and loyalty with their respective customers.

In the case of Barilla, the brand has a new promotion that rewards customers who buy four of its products and send an image of their receipt with an e-cookbook filled with receipes from Mikaela Shiffrin, Barilla's Olympic and World Cup spokesperson.

L'Oreals promotion is based around rewarding customers who buy at least $20 of particular products and send their receipt to L'Oreal with a $5 e-gift card from Walmart.

David Hargreaves, chief client officer at Snipp, the mobile solutions company whose platform L'Oreal is using for its promotion, told Mobile Commerce Daily that brands "are seeing the success of receipt-based promotions and are now building receipt validation into longer term loyalty initiatives."

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