British chain Marks and Spencer have embraced modern technology by joining o2’s ‘You are here’ marketing service, targeting customers with offers depending on their location.
The scheme allows o2 customers to be sent SMS or MMS message when they are in or near an M&S store. People can then use the unique code they’re sent to redeem offers in store. To launch the scheme on Monday participants were offered a free smoothie when buying a sandwich via text message.
They are one of the first high-street chains to sign up to the scheme, citing mobile commerce as their motivation. M&S online marketing manager Nicky Fouhy told Drapers: “Mobile is already an important channel for us, with over 2 million people shopping at M&S on their mobile 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.”