July 10, 2014, 12:48 PM

Retailers now can send offers to ScanLife app users based on scans

The latest version of the app, which allows users to scan bar codes and QR codes for more information, has been downloaded 80 million times, Scanbuy says.

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Consumers have been using Scanbuy’s ScanLife app for years to scan QR codes and bar codes on products and catalogs to automatically link to the mobile web to get more information about items of interest. The ScanLife app has been downloaded 80 million times, the company reports.

A new version of the app was launched today, and it includes a new feature that allows retailers to target promotions and messages to consumers based on their activity within the app. For example, if a consumer has been scanning the bar codes on home improvement products, The Home Depot Inc., No. 16 on the 2014 Internet Retailer Top 500 Guide, could send a specific offer to that consumer via a messaging inbox in the shopper’s app.

“With the refreshed ScanLife app, our tens of millions of users worldwide will now be able to take advantage of personalized digital offers in addition to engaging with their favorite brands through scanning,” says Mike Wehrs, president and CEO of Scanbuy.

In testing, 20% of consumers entered the messaging inbox, and 50% of those consumers engaged with messages, the company says. Scanbuy defines engagement as a consumer clicking on a link, downloading an app or making a purchase. When retailers use app push notifications for ScanLife messaging campaigns, engagement increases two to three times, Javitch says.

Scanbuy charges retailers per engagement, with the amount depending on which sort of engagement the retailer is after. Javitch says the cost per engagement varies from about $1-$3.

The core of the app is a price comparison tool for consumers, which allows them to compare the price of an item they’re looking at in a bricks-and-mortar store to the same item from various online retailers. The app also includes reviews of items.

Another new feature of the updated app enables consumers to pick their interests: home improvement products, apparel, footwear, home décor and others. Retailers can also base messaging campaign on this data.

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