RFID Technology Being Added to Mobile Marketing Campaigns

There’s no question that the innovation happening in the mobile marketing world is having a profound change on how marketers think about allocating their non-traditional marketing budget.  The problem with a lot of mobile marketing programs is that they have been hard to measure, prone to fraud, and customer lethargy.  Let’s face it getting mobile ads constantly on your mobile device can get annoying.

Enter RFID chips.  With RFID technology, marketers can track their messages and cut down on counterfeiting. Tetherball a Carmal, Ind.-based mobile marketing company launched a new radio frequency identification (RFID) loyalty platform.  Customers who want to receive special offers opt for an RFID chip, which is affixed to their phone like a sticker.  Weekly specials are then sent out via text message.  Then  to redeem the coupon, customers’ RFID chips are scanned at a terminal at the POS. While no name or personal information is shared with the companies, a member’s buying behavior is tracked through an ID number assigned to each phone, so future customer offers can be tailored to specific menu items, time of visit or other purchase data.  This allows the marketer to use the customer’s behavior as a way to customize messages and offers.  The customer gets more relevant content reducing the chance they will opt-out of the program in the future.

Dairy Queen is testing the technology in some of its locations in the Mid-West and so far redemption results are positive.