UK mobile marketing platform Weve has chosen The Logic Group to help design and build its loyalty and coupon pilot.

Consumer interactions specialist The Logic Group will collaborate with Weve on the required central database infrastructure, which will support Weve’s first loyalty pilot.

The customer behaviour insight generated from the pilot is intended to help guide the future development of Weve’s loyalty service.

David Sear, Weve’s chief executive, said that Weve’s vision was about transforming how consumers use loyalty on their mobile for their best advantage.

He added: "From a business perspective, a better understanding of how loyalty can improve and impact their engagement with their customers, based upon accurate and consistent insight into customer behaviour is imperative."

The pilot will be delivered via a wallet later this year.

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Weve is a joint venture between the UK’s three largest mobile network operators – EE, Telefonica UK (O2) and Vodafone UK – delivering an m-commerce platform based around mobile marketing and wallet services for businesses.

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