High street retailer Marks & Spencer (M&S) has signed up to O2’s location-based marketing service and to keep customers updated on the latest offers and services from the retail.
In a deal announced today O2 customers who have signed up to its O2 More scheme will now receive targeted text messages with details on deals for the retailer, using GPS to identify when they are near an M&S outlet.
In the first M&S offer using the ‘You Are Here’ service, customers who buy a selected sandwich today will be able to claim a free 250 ml smoothie.
Nicky Fouhy, Online Marketing Manager at M&S, said: “Mobile is already an incredibly important channel for us with over two million people shopping at M&S on their mobile phone last year.
“Proximity marketing is a new and exciting mobile marketing channel that will enable us to offer value to customers and in a targeted and engaging way.”
M&S was one of the first retailers to see the potential of m-commerce and launch its own app, with many others, House of Fraser most recently, following its lead.
This new initiative uses a system called ‘go-fencing’ which puts virtual boundaries around high-street stores or shopping centres, meaning that O2 customers using the service who stray into a M&S go-fence will receive relevant information to that retailer.
Shaun Gregory, Managing Director of O2 Media, commented: “We are thrilled to be working with such a progressive and iconic brand and truly believe that our You Are Here service will be another catalyst for their new media ambitions.
“Location adds a whole dimension to the mobile marketing opportunity. It’s taking the richness of the medium and delivering something unique that customers really want. I think it will be game changing for the future of mobile marketing.”