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Living a healthy lifestyle has its own rewards, but we’ve also seen a number of initiatives that use monetary incentives to encourage exercise and healthy eating. Alfa-Bank in Russia and EatRight in the US both offer more attractive policies to customers who are putting in the effort, and now Carrot from Marvel Apps is a universal pass which helps people to save money and get fit at the same time. The app rewards users for being active, converting every walk or cycle ride into points that can be redeemed on offers at participating local businesses.

Over 200 businesses have already signed up to the initiative at a cost of USD 55 per month, mostly within Michigan state. Once onboard, Carrot installs a locator beacon in the merchant’s store, which uses bluetooth technology and information on customer demographics to identify relevant participating consumers. Users who have downloaded the Carrot app, and are deemed a suitable match, are then sent coupons and offers from Carrot-registered stores when they come within 200ft. Simultaneously, the app also taps into the consumer’s pedometer feature on their smart device, which enables it to track walking and cycling and rewards the consumer with bonus points for doing so. Customers also receive bonus points every time they visit a participating business.

By combining healthy living rewards with targeted marketing, Marvel Apps have created an attractive consumer engagement tool which sweetens the slightly invasive nature of its service. Could other digital marketing systems take a similar approach to make their platforms more attractive to consumers?