Sainsbury is considering rolling out a loyalty scheme that operates through text messages to customers’ mobile phones, following successful trials at its Jacksons chain.
The evaluation of how Shop Scan Save has been used at 35 Jacksons stores in Hull comes to a close at the end of this month, leaving Sainsbury to decide whether to expand the initiative.
Marc Lewis, chairman of The Light Agency, which runs the scheme, said it had attracted 11,000 members from Jacksons and, if rolled out, he estimated that three million people would be signed up within nine weeks.
The technology features a barcode being texted to a member’s phone, which then entitles them to a particular offer or discount when it is scanned in-store. In addition, members can text key words, such as chocolate or wine, and receive a tailored offer on their phones.
The scheme is being backed by 150 brands from companies including Procter & Gamble, Unilever and Masterfoods.
If Sainsbury goes ahead with Shop Scan Save, the next move would be a regional trial. Lewis is confident that the scheme is best suited to larger supermarkets.