New company seeks to reward consumers for sharing their shopping habits

Lauren O’Reilly and Bidemi Afolabi are both pharmacists who have turned their experience of customer behavior into ProMotion, a company that gives brands clear information about who buys their products and rewards customers for their purchases.

“Working in retail, we could see how good people felt when they had accrued rewards and were able to spend them and we could also see how . . . the spending information was for the retailer,” says O’Reilly. “However, brands [themselves] did not get the same access to this consumer information and certainly not across all retail channels, from pharmacies and supermarkets to gas stations and other places where their products were sold. With ProMotion Rewards, they can see exactly who is buying what.

ProMotion Rewards works with a phone app and is very consumer-focused. They choose if they want to submit a receipt for something they purchased and if they do, they are rewarded for sharing their purchase information. As with most regular loyalty programs, ProMotion users receive points for each receipt shared. What is different is that these points are converted into cash which the user can access through PayPal or, if they prefer, they can donate the money to a charity of their choice.

The company relies on its brand partners, who fund customer rewards while paying ProMotion a commission for using its platform. If a receipt features one of these brand partners, the customer gets bonus points. Plus, unlike existing loyalty programs that are usually tied to specific locations, those who use the ProMotion app are rewarded for their loyalty no matter where they buy something.

“Fun and Engaging”

“ProMotion is a fun and engaging way to earn rewards for purchases you’re already making and with extras like extra offers and surveys people can take based on their shopping habits, we’re offering multiple ways to win awards,” says O’Reilly. . Wearing their healthy living hats, O’Reilly and Afolabi also decided to offer bonus points to users if they hit 5,000 steps per day each week, and they’re paying the tab for it.

“Our users can also benefit from in-app offers based on their shopping habits,” adds O’Reilly. “So if someone normally buys in the baby items category, they might get a relevant offer from a baby brand such as 33% points back when they buy a certain product. The customer simply scans his receipt as usual and he immediately gets the points. »

O’Reilly says the app allows brands to get detailed sales insights across online and offline channels and across all outlets. “With our receipt data, they can analyze down to the product level. It also allows them to choose audiences for market research based on actual shopping behaviors rather than pre-screened demographics or interests alone,” she says.

Investment

Investment in the business to date has been in the region of €50,000, coming from a combination of early angel funding and support from TU Dublin Blanchardstown’s New Frontiers programme, Dublin City LEO and the Trinity College LaunchBox accelerator. Development costs were contained because Afolabi, who is the technical and product manager of the company, is also a full-stack software developer.

ProMotion Rewards will launch in Ireland in March when its brand partners are announced. O’Reilly says the aim then is to move quickly to the UK, followed by mainland Europe.

“Basically, our competition comes from older market research solutions, but what we offer is completely different, so the two aren’t really comparable,” says O’Reilly. “Until now, consumers had few ways to get something in return for their purchases. For example, participation in consumer panels is not open to everyone. With ProMotion, anyone can be part of the “panel” and be rewarded simply for shopping.

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