The Co-operative gets a taste for mobile marketing
The Co-operative Group is linking with O2 and Coca Cola to become one of the first UK supermarkets to take advantage of mobile proximity marketing.
From the 4th May until 14 June 2011, customers within 0.5 miles of a Co-operative food store will receive a text message offering them a free 500ml bottle of Dr Pepper at their nearest Co-operative store.
The initiative is being supported by O2 Media, which is providing the database of 16 - 34 year olds who have chosen to receive location-based marketing messages. O2 customers can sign up to be part of the scheme by visiting http://www.o2more.co.uk/
To facilitate the scheme, virtual perimeters or “geo-fences” have been set up around Co-operative food stores and the service is triggered by the customer’s proximity to one of these stores. Eligible customers in these areas will receive an SMS/MMS text message with the offer and the address of the nearest store.
The Co-operative Group has already announced that it will become the first major UK food retailer to introduce contactless payments, which will be trialled in 150 Co-operative food stores from September, following a link up with Barclaycard.
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.
“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.”
The Co-operative Group is the UK’s largest mutual business, owned not by private shareholders but by almost six million consumers. It is the UK’s fifth biggest food retailer, the leading convenience store operator and a major financial services provider, operating both The Co-operative Bank and The Co-operative Insurance. Among its other businesses are the number one funeral services provider and Britain’s largest farming operation. As well as having clear financial and operational objectives, the Group has also set out its social and sustainability goals in its groundbreaking Ethical Plan, which specifies almost 50 commitments in these areas.
The Group operates over 5,000 retail trading outlets, employs more than 110,000 people and has an annual turnover of £13.7bn. Further information is available at www.co-operative.coop
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- The Co-operative Food
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