CNBC AI News, August 6th – Focus Media and Alipay have announced the launch of a joint “Tap and Grab Red Envelope” service. This innovative initiative transforms elevator wait times into opportunities for engagement and rewards.
Starting today, users in over 20 cities across China can simply unlock their smartphones and “tap” the blue ring located next to Focus Media’s advertising screens while waiting for elevators. This simple action unlocks digital “red envelopes” containing cash rewards, coupons and promotional offers that can be utilized for immediate discounts and future purchases.
This marks the first time Alipay’s “Tap” functionality has been integrated within the ubiquitous elevator environment. Coinciding with the launch, the “Tap and Grab Red Envelope” campaign is set to distribute a staggering 100 million yuan in Alipay cash rewards, along with 10 million “flash sale” waivers for Taobao and a wide array of other attractive promotions.
Beyond simplifying user interaction, Alipay has prioritized user experience and security. Users will not receive red envelopes unless their phones are unlocked and they intentionally tap the blue ring. Moreover, the “Tap” devices within the elevators are solely designed for red envelope retrieval and do not support any active payment functionalities, eliminating concerns about unintended transactions.
Citizen using “Tap” to Grab Red Envelope while Waiting for Elevator
Industry experts believe that the “Tap and Grab Red Envelope” system circumvents the traditional lengthy journey from advertising exposure to conversion by directly connecting ad content with immediate incentives. By encompassing various scenarios like new user acquisition, e-commerce, in-store visits, delivery services, membership programs, and lead generation, it aims to create a comprehensive marketing loop that optimizes the entire journey from initial exposure to final transaction.
This model effectively compresses the conversion pathway, unlocking greater potential for commercial interactions with each touchpoint and significantly contributing to brand growth.
From “Tap” payments at convenience stores to “Tap” package retrieval at 100,000 smart lockers, from “Tap” ordering at restaurants to “Tap” bike rentals on 200,000 bicycles, “Tap” is rapidly becoming a new entry point for bridging online and offline scenarios across various industries. It exemplifies a vision of a digitally interconnected future where “everything is tappable”.
According to Ant Group CEO, Han Xin Yi, “Alipay’s ‘Tap’ is emerging as a new billion-user-level entry point for offline services. We remain committed to an open and mutually beneficial approach, continuously empowering various industries to innovate their interactions, enhance service efficiency and improve user experiences. We aim to serve more partners by helping them leverage this new entry point to unlock incremental growth.”
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