Facebook has quietly added a feature in its flagship app that enables users to unlock digital discounts for offline purchases at partnered stores. With the Rewards feature nested under the More tab in Facebook’s main app, users can scan a personalized QR code to score discounts or bonuses when they make a purchase at a participating store.
Different from the Offers feature that Facebook launched in 2012, which gears towards coupon collecting and redeeming, this Rewards feature works more like a Facebook-operated loyalty program, allowing customers to scan their personalized QR codes every time they visit a store and rack up the “stamps” for certain rewards.
Facebook says this is a test feature that is currently only available to select users. There is no word on when or if this feature will become widely available.
What Brands Need To Do
For retailers and QSR brands, this Rewards feature gives them a new promotional channel to reach customers via Facebook and incentivize store visits. Other brands can also use this feature for customer acquisition and fostering repeat customers. For brand marketers, this feature could also give Facebook more behavioral data on shopping history and habits, allowing brands to improve the relevance of ad targeting and News Feed content. Down the road, brands should also be able to advertise their Rewards on Facebook to drive store traffic and promote sales event.