Pay Per Performance Advertising Goes Hyperlocal

I used a new app from mobiQpons yesterday and color me impressed.

The way it works is you install their iPhone, Android or Blackberry app (no signup required, just load the app) and when location services on the device is turned on you will get notifications of merchants offering coupons or promotions in your area. Merchants have to be signed up for the service in order for their promotions to run through the network but that’s not surprising.

From what I can gather the only time that mobiQpons gets paid is when a coupon is redeemed by a customer. This is good because it’s true performance based advertising but it has a potential downside if the merchant in question already has a pretty good online promotion capability, in which case advertising that would normally reach the customer through free channels, like email, will be shifted to the mobiQpons service in which case the merchant is paying not just for the value of the coupon but the fee to the network as well.

It is still a great convenience and I love the fact that the geolocation capabilities filters out the offers that are available to me based on my physical location. Despite the strength of the product and service offering, the key execution variable for mobiQpons will be their ability to promote their merchant partners and for their merchants to promote their mobiQpons offerings… I found out about the service not from a tech blog, press release or the tech press but because Sigonas Market emailed me about it as part of their normal customer outreach. I probably would not have taken the time to download and try out this app were it not for a merchant I already rely upon endorsing it.

Wal-Mart Gets Tough On RFID

This piece in InformationWeek makes it sound like Wal-Mart sprung this on their suppliers. This technology initiative has been underway for several years past the pilot phase and every WM supplier knew this was coming. The thing that is surprising, if anything at all, is that WM kept cutting the suppliers a break with regard to the date, and even with that concession the top suppliers (if memory serves me correctly, it was around 138 originally, now all 15k) still dragged their collective feet. Any one of these suppliers that suggests the pallet fee came out of the blue is not being fully honest.

Check out a company I invested in that is at the center RFID in consumer packaged goods, originally named T3Ci, now Retail Solutions.

The retailer says that beginning Jan. 30, it will charge suppliers a $2 fee for each pallet they ship to its Sam’s Club distribution center in Texas that doesn’t have an RFID tag.

[From Wal-Mart Gets Tough On RFID — RFID — InformationWeek]