Iceland’s digital discount vouchers drive £500,000 in extra sales

Iceland has celebrated £500,000 of in-store sales driven by the introduction of redeemable mobile discount vouchers with its digital wallet.

The frozen food specialist partnered with The Mobile Wallet company to issue a range of print-based coupons in national newspapers, which users can scan with their phones to add to their digital wallets.

More than 20,000 devices reportedly scanned the coupons, which are redeemable in Iceland’s stores, leading to a sales boost of £500,000 and an average basket value increase of five per cent.

READ MORE: 50% of world’s population to use digital wallets by 2024

“We were keen to trial the mobile wallet to see if it would drive customers in store,” Iceland’s marketing director Neil Hayes said.

“To date, the results have been very promising. While print still plays a key role for coupon-based offers, the wallet played a measurable role and we are confident that it brought new customers to Iceland.”

The Mobile Wallet Company’s managing director Will Proops added: “It has been an amazing first test of the technology with Iceland.

“We look forward to working with them and utilising other aspects of the native wallet with their new audience, such as location technology to offer more localised offers, reminders of deals, and sampling for new product ranges and launches.”

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