“REAL’s e-couponing system demonstrates that retailers can deliver timely and customized coupons so that marketing feels more like a welcomed service,” noted Falk Nieder, consultant at IBM Global Business Services.
One of the driving forces behind the REAL e-couponing systemwas the ability to integrate the process with the stores’ point of sale (POS) systems. At checkout, the personalized coupons are redeemed using the shopper’s loyalty information. “We do not offer every coupon to every shopper, since every customer has different needs and desires,” noted Blome. “Therefore, we
want to target specific customers based on the loyalty card system.”