Digital vouchers have the power to transform how convenience retailers communicate with customers in years to come, says the boss of a symbol group leading industry-first trials.

Filshill-owned fascia Keystore – which has a chain of 180 indies across Scotland – is running a series of offers on leading brands which customers can redeem by presenting barcodes sent to their phones.

It teamed up with digital voucher specialist i-movo to run deals on products from major manufacturers including Walkers, Pepsi and Heineken.

Filshill managing director Simon Hannah said that the model could give indies an edge over multiple groups and save millions in handling paper leaflets and vouchers each year.

For suppliers it offers the opportunity to monitor offers and test new products.

It’s much more effective than pushing a leaflet or voucher into a customer’s hand outside the front of a shop

Mr Hannah told RN: “It’s much more effective than pushing a leaflet or voucher into a customer’s hand outside the front of a shop.

“The margins are higher than normal promotional margins for everybody.

“To be the first to market with that across all sectors is very pleasing and I think it’s crucial that convenience competes by innovating.

“There’s no question that it’s the future of communicating with customers.”

Keystore will continue to roll out deals to its 10,000-name customer database, which continues to grow thanks to in-store PoS, competitions and social media.

It will also run deals through Vouchercloud, the UK’s most downloaded voucher phone app.

“When a customer redeems one of the deals, the natural instinct is to share it and that’s why social media has been so important,” added Mr Hannah.

i-movo vouchers can be redeemed at any store in the UK with a PayPoint, Payzone or ePay terminal, including those integrated to Keystore’s EPoS system.

Last month, it clocked up £50m of in-store redemptions and has just carried out its first national campaign with Pepsi and Vouchercloud.

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