A smartphone app offering digital versions of shop loyalty cards will open up card schemes to many disabled people for the first time, its developer has said.
The “mClub” app from print and digital directories company Yell – which is free to download –allows retailers to offer deals such as “buy nine cups of coffee, get the 10th free” without using a physical card. A pilot service – available for both the Apple iPhone and Android phones – has been launched in London, Plymouth and Reading, with a BlackBerry service due to be released in the next few weeks.
Although the service was not originally designed for use by disabled people Artur Ortega, senior accessibility developer at Yell, told E-Access Bulletin this month that when he saw the idea presented internally he immediately saw the potential benefits for disabled people, and was able to influence the design process.
“Before, it wasn’t possible for blind people to use loyalty cards,” Ortega said. “You couldn’t find the right card in your pocket, and you didn’t know how many stamps were on it. The app is also useful for someone who has reduced mobility in their hands and who might have problems getting a card out of their pocket or wallet.”
Once the app is running, loyalty points are added for each participating retailer either by swiping it near a terminal on Android phones using near field communication, or by scanning a QR code (a square bar code) using the iPhone. Although there is a beep emitted when the app is successfully swiped, the lack of near–field communication on an iPhone was a limitation for blind users unless helped by a shop assistant, Ortega acknowledged.
Running the app itself was not too hard for blind users, with iPhones coming pre-installed with VoiceOver text-to-speech functionality and Android phones able to run similar software such as the Mobile Accessibility suite from Code Factory, he said.
This kind of approach, combined with geo-location technology, is implemented in the new smartphone version of the company’s home page www.yell.com, which is hugely liberating for disabled people, Ortega said. “If I need a taxi, I can find one immediately and then call the taxi using the same device, I don’t have to copy telephone number – it’s two clicks away. Or I can order a table in a restaurant – it’s a huge advantage for blind people or people with reduced mobility.
“Before, you had to call someone and ask them to put you through to the restaurant. If the line was busy you had to call again and ask them to look it all up again.”
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