L’Oréal USA and Powa Technologies have formed a strategic partnership intended to drive sales with a high-tech mobile program.
Powa Technologies, a U.K.-based commerce firm, creates technologies intended to simplify purchasing and enhance consumer loyalty to the brand. The technology L’Oréal will be using is the company’s flagship product, a mobile platform called PowaTag that is intended to transform any consumer touchpoint — from bricks-and-mortar, print and TV advertising to social media — into a platform for mobile transactions and promotions on customers’ smartphones. Dan Wagner, chief executive officer and founder of PowaTechologies, noted the technology will interact with print and electronic advertising and will enable instant purchases through PowaTag both on smartphones and desktop computers. The company is reportedly also using the technology with such corporate giants as Reebok, Adidas and Carrefour.
“PowaTag provides a way for consumers to deepen their engagement with their favorite brands,” Wagner said. “Being one of the world’s largest advertisers, the possibilities of what can be achieved for L’Oréal through a smartphone are endless. Mobile devices have become the go-to method for people to explore and connect with brands and PowaTag is rapidly becoming the standard for the world’s leading companies.” The company, founded in 2007, aims to “remove the final barriers to instant global transactions through a revolutionary instant mobile payment technology, the first fully integrated tablet POS platform, and advanced cloud-based e-commerce solutions,” he noted. Before beginning Powa Technologies, Wagner founded online information database Dialog, and Venda Ltd., said to be the world’s largest provider of on-demand e-commerce.
Marie Gulin-Merle, chief marketing officer for L’Oréal USA, noted her company has an “unrelenting drive to innovate for our customers.”
“Through this exciting partnership with Powatag, we see a new way to merge the online and off-line worlds of our customers, adding value to their lives and bringing ease and convenience to their mobile shopping experiences,” said Gulin-Merle.