Blockbuster launches mobile promotional scheme

Video rental firm partners with technology providers to track customer habits

Blockbuster staff redeem the mobile vouchers using their existing chip and PIN terminals

Blockbuster has introduced a scheme to send vouchers via text message to customers using the T-Mobile network. The vouchers can be redeemed using existing chip and PIN terminals in its stores.

Card payment solution provider Commidea and mobile phone voucher issuance and redemption specialist Eagle Eye Solutions jointly deployed the mobile voucher redemption solution across Blockbuster’s UK outlets.

The solution allows the video rental company to send text messages to its customers containing unique codes and information about its Night In promotional offer. Customers on T-Mobile can text the words ‘Night In’ to 3000 for nothing, and get a voucher code sent to their mobile phone.

The voucher allows customers to choose two movies for two nights, with a bottle of cola, bag of popcorn and a bag of sweets, all for £5 from Monday to Friday.

Customers must present the text message to Blockbuster staff, who will authenticate the voucher by entering the unique code into Commidea’s Ocius Vx810 Duet chip and PIN terminal.

Blockbuster customers can opt into the scheme by sending a text message to the company. The vouchers allow Blockbuster to observe members’ buying behaviour, as each unique code is fully traceable.

The entertainment chain will be able to see whether a particular voucher was used and, if so, when and where it was redeemed. By gathering this information, Blockbuster says it will be better able to target its customers with relevant offers and increase overall sales.

“It makes better business sense to use mobile phones as the medium to issue promotional vouchers, rather than the paper alternative,” said Bryn Owen, head of marketing at Blockbuster UK.

“Our staff don’t feel the pressure of checking the validity of vouchers. The chip and PIN machine does it all for them, meaning the risk of mal-redemption is removed. It is fantastic that we can use this technology through our existing infrastructure with minimal cost and effort.”