Kellogg is working with Google and other partners to lobby the big supermarkets across Europe into accepting mobile coupons in-store.
Speaking at the Social Media World Forum in London Kellogg’s European digital director Matthew Pritchard said the FMCG company is “some way down” the road to convincing major supermarkets to introduce the ability for consumers to redeem mobile coupons in-store as standard.
The comments come amid the company’s trial of a cashback mobile couponing service from online platform Shopitize.
He admitted one of the barriers to the speed of rollout is supermarkets have had a model “that has worked for 20 years”, which began with inserting coupons into magazines and newspapers, through to loyalty programme mailings and coupons at till.
Pritchard said: “This is just another step on that journey. The biggest challenge is each retailer has a different EPOS system so there’s a challenge in the physical hardware cost to make those units work.”