October 21 2024  |  Industry News

iCoupon presents game-changing digital vouchering solution

By Wendy Morley


iCoupon CEO Richard Bye says conventional airport marketing approaches typically achieve around 2% conversion, while iCoupon's innovative technology has demonstrated conversion rates as high as 36%

In an era of rapid digital transformation, iCoupon is leading the charge with its innovative digital vouchering platform. The company is set to redefine how airlines, airports and retailers interact with passengers, enhancing the travel experience while driving sales and efficiency.

iCoupon’s recent entry into the South American market marks a significant milestone for the company. The expansion comes as a response to growing demand from airlines worldwide. As Richard Bye, CEO of iCoupon, explains, “iCoupon’s visibility to airlines around the globe, coupled with our relationships with airlines in all regions, has driven the need to deploy across South America with more and more airlines requiring our services there.”

The company now partners with retail and food & beverage companies across 22 airports in the region, offering two implementation options. “There are two implementation options available to them,” Bye details. “POS Integration: Retailers can either utilize an existing iCoupon POS integration or initiate a new POS integration if one does not already exist. iCoupon App: Retailers can use the iCoupon App, which can be downloaded onto an Android device such as a mobile phone or a standalone scanner, or rent iCoupon scanners if self-owned Android devices are not available.”

Bye is optimistic about the potential in this new market. “The potential in this area is incredible,” he states. “Our platform specializes in applying digital vouchers to passengers’ existing boarding passes when their flights are delayed, ensuring they receive the compensation they are legally entitled to. This seamless process not only enhances the passenger experience by reducing the inconvenience and frustration caused by delays but also drives increased foot traffic to airport retailers and F&B outlets, boosting sales while increasing customer satisfaction and choice.”

The process

At the core of iCoupon’s success is its streamlined digital vouchering process. Bye breaks it down into four key steps: “Ultimately, there are 4 steps to a successful and seamless experience when it comes to vouchering: 1. The issuance of the Voucher – actually getting it into the passenger’s hand. 2. Validation and redemption of that voucher – avoiding fraud and ensuring that vouchers are being used as approved by the issuing entity. 3. Billing of those vouchers – the collation of data by passenger, flight, airline and airport and the creating of invoices to match. 4. The on-time payment of such invoices so that the retailers are paid in a timely manner to protect their debt and cashflow.”


The iCoupon group is truly revolutionizing promotional capabilities in travel retail, including offering the ability to harness data from other businesses

The process is designed to be user-friendly for passengers while offering significant benefits to airlines and retailers. “The purpose of iCoupon is to digitize this entire flow from end to end, leaving no one individual with anything to do manually, and this is what we have done,” Bye explains.

He further elaborates on the passenger experience, “When disruption occurs, the airline activates boarding pass vouchers for either the entire flight or specific passengers, with full flexibility of the types of vouchers or values that the airline wishes to issue. The airline notifies passengers about their vouchers, typically through an SMS that links to iCoupon’s page that shows passengers where they can spend their voucher, organized by the airport and terminal they’re in. Passengers then choose their preferred retailer and go and select their desired goods.”

Expanding into duty free

iCoupon’s move into duty free represents a significant expansion of its capabilities. Bye elaborates, “Our move into the duty free sector represents a significant expansion of the use of iCoupon’s capabilities, particularly in the realm of retail promotions. Through this module, we enable airlines to collaborate with duty free retailers to offer specific promotions to their passengers without needing to share any passenger specific data.”

The system also ensures GDPR-compliant data sharing between parties, setting a new standard for data privacy. This eliminates the need to exchange any data that contravenes regulations, customer preferences, or simply because the customer details are closely guarded.

Data privacy and collaboration

In an industry where data sharing can be contentious, iCoupon offers a unique solution. Bye explains, “iCoupon functions as an independent network, connecting the information from these different stakeholders while ensuring compliance with GDPR regulations and respecting the entity who owns the customer and doesn’t want to share the identity of the customer with other parties.”

This approach allows for targeted promotions without compromising passenger privacy. “With this information, iCoupon will hold certain rewards, pre-agreed with the retailers, that airlines can select to issue to certain passenger profiles with relevant brand/product audiences and offer personalized promotions such as discounts, brand supported promotions or simply money-off vouchers,” says Bye.

He emphasizes that communication among businesses in the travel industry can be tricky, especially with laws limiting information sharing and everyone having different priorities. “It is for this reason that the intrinsic anonymity built into the passage of distribution through the networked glue iCoupon represents, is entirely unique.”

Simplifying airline-retailer relationships

iCoupon’s platform significantly simplifies the relationship between airlines and retailers. Bye describes the approach, “At iCoupon, we’ve built a robust network encompassing over 170 airlines, 250 airports and 2,500 retail outlets, containing a highly sophisticated and intelligent rules engine. These rules, coupled with the extensive network, enables us to connect these entities like never before. iCoupon has deep partnerships with all its retail customers, and so, rather than the airline needing to negotiate with every single retailer in each and every location, iCoupon is building a catalogue of retailer-supported rewards that the airline can simply choose from and activate as and how they prefer.”

This streamlined process benefits both airlines and retailers, as airlines can effortlessly select from a diverse range of pre-negotiated offers within the company’s catalogue. “This streamlined approach allows airlines to target specific customer segments effectively and distribute vouchers seamlessly by attaching them to boarding passes via the iCoupon platform,” Bye notes.

Retailers benefit from this integrated system, as it simplifies the redemption process. “Our platform ensures that vouchers can be easily redeemed using existing point-of-sale systems, minimizing the need for additional infrastructure or complex integrations,” he says.

Future plans

Looking ahead, iCoupon has ambitious plans for growth. “iCoupon has successfully achieved global coverage, establishing a presence across all continents and partnering with thousands of retailers and many global airlines,” Bye reveals. “Our first, meal vouchers for flight delays, remains our most popular product, and currently reaches up to 4% of travelers in airports where we are live. On top of that, we have 13 other modules that airlines and retailers can adopt for a host of other use cases.”

It's clear the company is revolutionizing the promotional landscape. Bye states, “Traditionally, airport promotional strategies have a conversion of about 2%. However, with iCoupon’s advanced technology, in the case studies we have seen so far, this reaches as high as 36% conversion against similar strategies.”

Bye emphasizes the company’s commitment to innovation, “We aim to continue supporting our existing airline partners by developing bespoke solutions tailored to their unique needs. Our approach to business development is centered around innovation and collaboration, ensuring that we continue to deliver cutting-edge solutions that enhance the passenger experience and drive value for our partners and travellers alike.”

As iCoupon continues to expand its global presence and enhance its offerings, it’s clear that the company is set to play a pivotal role in shaping the future of travel retail. With its innovative approach to digital vouchering and commitment to enhancing the passenger experience, iCoupon is truly revolutionizing the industry, one voucher at a time. As Bye says, “When you hear people say, ‘I wish I could...’, we aim to continue to answer those wishes.”

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