Last week, big box retailer Target announced that its guests no longer need to carry their Target GiftCards in order to redeem them. That's because the technology and processes are in place for making gift card bar codes accessible (and displayable) by a mobile device (i.e. Treo Pro, Centro or other mobile phone).
According to the announcement, any guest (that's what they call customers), tech-savvy or not, can save GiftCard information to a PIN-secure account on the Target.com mobile site. Then, at checkout, as long as you have a data plan, you can retrieve the GiftCard barcode for scanning by the cashier.
Target said that it is the first major retailer with the ability to scan mobile barcodes in all of its stores. Plus, in addition to using the new Mobile GiftCards, Target guests can also check product availability and store locations, manage their Target gift registry and lists, browse the weekly ad, and receive text and e-mail notifications of great deals – all via their mobile phones.
Mobile gift cards are a logical extension to the mobile coupon concept. Looks like Target has found a way to pull this off without requiring its guests to own an iPhone. That's a great thing. Hopefully other businesses will take a clue and start offering the same kind of service.
For sure, this is something Whole Foods should do for gift cards and loyalty cards. I keep forgetting to bring my vitamin card with me when I shop.
Safeway has teamed with Cellfire to offer mobile coupons (See story here.). Plus Safeway has a separate business called Blackhawk Network, that handles gift cards (AKA "third-party prepaid cards"). A true win would be getting Safeway/Blackhawk on board. Thoughts? Email me.
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Here is a snapshot of how it works.
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