Harvester, a restaurant with over 200 outlets in the UK, is offering iPhone users a discount on their final bill through the Passbook app. The pub chain is one of the first big brands to use vouchers on the app. However, Apple has announced Odeon, M&S; and Virgin Atlantic will soon be using the service as well.
Owned by Mitchells & Butlers, Harvester is offering users of the iPhone’s latest operating system the option to save money on their final bill. Consumers will need to load the iOS6 site where they’ll be able to transfer a voucher directly to Passbook and redeem it from there.
Marketing Manager at Harvester, Helen Worrall spoke of Passbook’s centralised advantage. “The benefit [of] having one central point to digitally distribute and redeem vouchers in real-time means we have more control and visibility over our marketing campaign performance,” she said.
Odeon has announced it’s joining Harvester on Passbook. The cinema chain has started offering movie fans the chance to use a discount on tickets they purchase on their iPhone. M&S; has revealed it too is intent on running a coupon campaign, but made no mention of a date.
Airlines amongst Passbook's early adopters
Virgin Atlantic will be joining the other airline operators already on Password including United Airlines, Lufthansa and American Airlines. It plans to save customers from presenting electronic boarding passes and frequent flyer cards by storing them on their iPhone.
In the US, Starbucks recently bundled support for Passbook into its iOS app. It means Starbucks Card owners can add their accounts to Passbook and pay for food and beverages, check card balances and reload the card with cash all from their iPhone.
Gavin Stirrat, MD EMEA of Millennial Media, was quick to praise Passbook’s functionality. “It is now possible to close the loop on point-of-sale marketing campaigns, driving real value and efficiencies in the issuance and redemption of vouchers and coupons in a way more traditional channels cannot,” he said