The Co-operative Gets a Taste for Mobile Marketing
Released on: May 05, 2011, 1:18 pm
The Co-operative Group
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
“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
Contact Details: Michelle Henderson
Public Relations Manager
The Co-operative Food
Tel: 0161 827 5290
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