Scanner Runs the Promotions Gamut

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Consumers in Phoenix and Scottsdale, AZ, will be the first to test a new scanner that will allow them to receive and redeem special offers from magazine ads, Web sites and television commercials.


Gamut Interactive has created a hand-held device that can scan a variety of mediums allowing consumers to download special offers onto a smart card which they can use at PetSmart and Albertson's stores in the two cities.


"The Gamut is a portable personal shopper and savings device," said John Curran, chief marketing officer at Gamut Interactive, Scottsdale, AZ. "Any time they see a Gamut logo and the corresponding barcode, they can use the scanner."


To scan Web sites, a consumer must print out the page with the barcode. In the near future the offers will be uploaded into the device when the consumer places it in its cradle to recharge its batteries.


Beginning Nov. 3, consumers will be able to use the devices in 10 Albertson's stores. In the first quarter of 2001, six PetSmart stores will be added. Offers will begin appearing in the Arizona Republic next month. More than 100 consumer brands, including Kraft, General Mills and Pillsbury, are on board for the test.


The company hopes to sign 10,000 consumers for the six-month test. The devices will be distributed through special in-store events and at www.getagamut.com.


Use of the device is free for 90 days. After that the company will charge $5 per month. Gamut expects to make the product available nationwide by 2003.


"From a consumer perspective it drives a lot of new convenience and value," Curran said. "It's a simple, easy-to-use device that allows them to capture offers from anywhere and any media and redeem them in the offline world. It essentially can make all media interactive and drive true transactions from each of those media purchases."


Over the last year, many similar print-to-Web devices infiltrated the market. Print-to-Web is defined as printed material that takes a consumer directly to a Web site. This is accomplished through the use of scanners, barcode readers and other devices.
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