Financial Times and Martin McColl Newsagents launch mobile voucher campaign to drive newspaper sales

High-value digital vouchers to be sent to customer’ mobile phones

The Financial Times have teamed up with Martin McColl newsagents and convenience stores for a unique mobile vouchering trial in 50 stores in the South-East of England. Customers are invited to participate by targeted telephone canvassing supported by online and in-store marketing campaigns. The promotion invites customers to try the Financial Times free-of-charge for two weeks by presenting a text message voucher in any participating Martin McColl store.  Validated in real-time using the e-pay payment and mobile phone top-up terminals already installed in each store, the voucher can only be used a set number of times.

Martin Ashford, UK Consumer Sales Director, commented: “Our readers value efficiency and convenience, and this new scheme with Martin McColl offers just that. We’re constantly looking for ways to make buying the paper easier, and we’re pleased to be launching this innovative scheme which I am sure will prove a success with customers.”

David Prince, News Category Manager at Martin McColl said: “The key attraction of the i-movo approach is how easy it has been to implement in our stores.  The system uses the existing e-pay terminals our store staff are familiar with and it is very fast and easy for them to use.”

This is the second project to go live in a month using i-movo’s Mobile Transaction System (i-movo MTS) and Enpocket Marketing Engine (EME). “This campaign represents a significant step for the newspaper industry that has previously relied on paper vouchers which are inefficient for customers and retailers to handle.” said David Barker, Managing Director, Enpocket. “We are delighted to be working with i-movo again and see this approach gain yet more momentum.”

In this latest project, i-movo has teamed up with e-pay to use the network of terminals e-pay has installed in all Martin McColl stores. “Voucher schemes have always been popular with consumers and this initiative adds an extra level of appeal,” said Andrew Dellow, Commercial Director of e-pay. “The ability to accept i-movo vouchers using our terminals makes sense for our retail partners as it will increase footfall to their locations”.  e-pay has a network of over 30,000 locations in news, convenience, supermarket and forecourt retailers and, following a successful trial, the system could be rolled out to all UK locations.

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