Pretty Green’s sign-up to Simply Tap heralds a move towards a smarter way of shopping, says Keely Stocker.
M-commerce looks set to continue to be one of the biggest technology trends for 2012, and menswear brand Pretty Green is proving it’s a step ahead of the rest by signing up to innovative new mobile payment system Simply Tap.
Operated by The Mobile Money Network, Simply Tap already has the backing of some of the biggest names in retail. Carphone Warehouse founder Charles Dunstone is an investor in the business and Sir Stuart Rose is on the board as non-executive chairman.
As the first fashion brand to sign up with Simply Tap, Pretty Green brand director Nigel Grant believes this new technology is the beginning of a revolution in the way people shop.
From a consumer perspective, the Simply Tap technology is simple and easy to use. Customers need to download the Simply Tap app to their smartphone and register their payment details and delivery address.
Simply Tap says the technology supports any payment card and is built on a platform trusted by the UK’s leading banks, giving customers extra reassurance when using a mobile platform to make a transaction.
When customers see the Simply Tap icon on marketing materials or on a website, they can enter the eight-digit code into their Simply Tap account to buy that item and have it delivered to their chosen address.
To encourage its customers to sign up to this technology, Pretty Green held in-store events, selling tickets for £1 (with all money going to the Teenage Cancer Trust) with customers paying via Simply Tap. The brand then gave out marketing material at the event with a Simply Tap code next to each item shown.
Grant explains: “We wanted to encourage our top customers to sign up and begin to start using this technology as part of their shopping experience with the brand. By using Simply Tap, we are giving our customers an extremely simple purchasing process which is paramount if we want customers to shop with us on a smartphone.”
Grant believes this is only the start of what the Simply Tap technology can do. “As more and more retailers sign up to Simply Tap, customers will no longer have to enter their details into multiple checkouts, which removes a massive barrier in m-commerce. With an image recognition option now close to completion, it’s clear to see that this technology has the potential to rapidly change the way people shop.”
The Simply Tap process reduces the number of clicks that customers have to go through in order to buy, making it much easier to shop on the go.
Once customers have signed up, all they need to do is go to the Simply Tap app on their phone, enter the code of the product they wish to purchase and click the buy button, removing any need for them to re-enter payment and delivery details every time they buy.
This process opens up the opportunity to use the Simply Tap technology in a number of ways and is sure to get retailers thinking about how it can work best for them.
A smoother journey
With many retailers only just integrating QR codes into campaigns, the Simply Tap technology takes a similar process even further with the automatic payment and delivery service.
While QR codes are used mostly to raise brand awareness or direct users to a mobile-optimised site, Simply Tap is much more about driving sales and giving customers a smooth shopping journey, thereby making them feel comfortable shopping on mobiles.
Pretty Green will be instrumental in showing other retailers exactly how this technology can work.