The push would have featured a text number on one of TK Maxx' s TV ads allowing customers to receive money-off coupons, which could be redeemed in-store. TK Maxx said its reasons for pulling out of the campaign were cost-related and that it was still hoping to run an electronic coupon campaign at a later date.
However, sources close to the retailer revealed it is also concerned about the necessity of handing card details over to a third party managing the loyalty scheme. The retailer found itself in hot water in the US at the start of the year after hackers accessed computers at its headquarters and removed the details of around 46million payment cards.
The move precedes a number of text-based loyalty schemes launching this summer. ShopScan-Save, which is being handled by the Light Agency and counts Procter & Gamble and Unilever among its partners, is launching this summer through the PayPoint network situated in convenience stores. It is planning to piggyback the scheme's launch onto its partner brands' advertising.
In addition, ITV is looking to offer advertisers a text-based loyalty scheme and again is looking to launch in the summer.
- See In-store, page 13.
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