The Logic Group has partnered with Weve, the mobile marketing joint venture between the UKs three largest MNOs, as a technology provider for Weves loyalty and coupon pilot.

The partnership will see The Logic Group designing and building the required central database infrastructure to support Weve’s first loyalty pilot, which will be delivered via a mobile wallet later this year. Weve also intends to use customer behaviour insight generated through this pilot will help guide the future development and direction of its loyalty service.

The Logic Group are also assisting Weve with business development activities around its loyalty services and are providing consultancy around the merchant ePOS environment.

Speaking at the Retail Business Technology Expo today, Jon Worley, director of business development for Logic Group, said the companies do not yet have a launch partner for the project and are still looking for a retailer for the pilot. Nevertheless, Worley said he believes the mobile loyalty offering that they are developing could become the industry standard. 

“We see this market is going to move very quickly – if we wait for retailers, we won’t be moving quickly enough,” he said.

Taking the stage, Weves head of loyalty services Neil Rudd explained that Weve has decided to focus on loyalty before moving on to payments and ticketing. While Rudd said the company was agnostic about how to create interactivity – including NFC, barcodes and QR codes – Weve would not rely on NFC alone for its loyalty solution because “it’s not going to happen quick enough”.

Later on at the show, Paul Crutchley, marketing development director for the GSMA, said that the trade body is also working with Weve in the UK. He said that industries needs to collaborate to standardise the mobile wallet, but added that the mobile wallet is “yet to be defined”.