BUSINESS directory giant Yell has been using students in Portsmouth to pilot its new project.
It has developed a mobile phone application, or app, which allows the user to build up loyalty points to spend in participating outlets.
For example, people in Portsmouth might search the app for cafes in Southsea, and once they have found it on their phone they’ll be given points which they can build up to use in that particular cafe.
Currently, the mClub loyalty app is being piloted in coffee shops around the University of Portsmouth campus buildings.
Yell says its app will not only help customers, but will also help local businesses market themselves digitally.
Andrew Lapham, head of innovation for Yell in the UK, said: ‘We chose Portsmouth as a key place for the pilot because of the large student population and strong appetite for new, cool technology.
‘Portsmouth students are already using the free mClub app in the coffee shops on the university campus and redeeming their loyalty points quickly and easily. Now it is available on BlackBerry devices, as well as Android handsets and iPhones, even more consumers can access the great local deals.’
Consumers can download the free app and then they can see the participating outlets nearby using the location information on their phone.
They scan a code at the till using their phone’s camera and collect a point on the app. After they have collected enough points, they can then redeem their loyalty reward in the relevant outlet by using their phone.