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Selfridges builds bespoke mobile network in store to help charity donations

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Proving that you can build networks in store, Selfridges has recruited mobile billing company Oxygen8 to build a mobile messaging network throughout its flagship stores so that consumers can text to donate to the retailer’s Project Ocean Charity campaign.

The campaign aims to create new marine reserves all over the world, in addition to conserving existing ones, to help future survival of ocean environments. The campaign also helps consumers to make the right choices with what fish to buy and eat. Selfridges is partnering with more than 20 environmental and conservation groups to celebrate the beauty of the ocean, highlight the issue of over-fishing, help us all understand the threats to the ocean and make positive choices about the right fish to buy and eat.

While being conducted as a charitable exercise, the move shows that in store mobile services based around a bespoke network can be rolled out reasonably simply and cost effectively and this charity scheme will pave the way for more mobile in store offerings in months to come, believes M-Retailing.

Working with Digital Creative agency, Clusta Ltd, Oxygen8 has delivered the mobile infrastructure to enable consumers to easily donate via text message. The Oxygen8 mobile platform provides a simple, efficient means of collecting donations via text message.

Consumers can easily donate a variety of amounts by texting OCEAN, their selected amount (£3, £5 or £10) and their name to 70060. For every donation a fish is added to the virtual Ocean developed by Clusta Ltd.

Steve Taylor Technical Director at Clusta Ltd. Explains: “When designing the campaign for Project Ocean we searched the market for a mobile partner that could provide us with a robust, proven mobile platform that has a history of working with charities. Oxygen8 met these requirements and they are the perfect fit for our work with Selfridges.”
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