A new service, MercuryLoyalty, harnesses mobile phone numbers to let small and midsize retailers glean customer insights that they might not otherwise be able to collect.
The service, offered by Durango, Colo.-based software developer Mercury is meant to replace the traditional methods that small retailers typically use to track customer purchases, such as paper card-punch methods. The store owner or manager basically encourage people to sign up (if they want) by sending them a text. Once a profile has been created, future purchases can be credited and tracked by collecting the person's number. (The process is explained above.)