Mutual supermarket The Co-operative is tomorrow (May 4th) launching its first mobile proximity marketing service in association with O2 and Coca-Cola.
As part of the initial deal, selected O2 mobile customers will receive a text message allowing them to claim a free bottle of Dr Pepper when they come within half a mile of a Co-op store.
The database of participating customers is made up of 16 to 34-year-olds who have chosen to receive location-based marketing messages with O2 Media.
Sean Toal, Commercial Director for The Co-operative Food, commented: “The Co-operative is keen to make use of cutting-edge technologies, and mobile proximity marketing means we can target customers with specific offers and engage with them directly.”
This latest initiative is part of a larger drive by The Co-op to improve its in-store technology solutions, with Mood Media recently providing the means to broadcast the royal wedding in its outlets for example.
Co-op is also the first major UK supermarket to introduce contactless payments, with 150 of its stores trialling the system from September.
To facilitate the mobile proximity marketing, Co-op has had to set up virtual perimeters or “geo-fences” around its food store which activate the text messaging service once stepped inside by participating customers.
Toal added: “The Co-operative has almost 3,000 stores nationwide, many of which are at the heart of local communities and on high streets, which makes this initiative and technology ideal for us as a community retailer.”