Marks & Spencer (M&S) has signed-up to O2’s “You Are Here” location-based marketing service, that will see opted-in O2 More users get pinged a text or MMS offering them a free 250ml smoothie when they approach M&S stores.
For a customer to receive a message they must be a part of the O2 More programme, an add-on service that gives exclusive offers and information. Customers register an interest in the products and services on offer.
For M&S, this means when O2 More customers that have expressed an interest in food and drink or clothing enter an area near an M&S store they will be sent a text message featuring a special offer they can redeem at that store, straight away. To redeem the offer customers quote a unique product code from the text to the customer service assistant.
The first M&S offer launches today and is a free 250 ml smoothie for O2 More customers that buy any Simply Fuller Longer sandwich or salad.
M&S has signed up to the service for six months and will give O2 More customers regular targeted offers if they enter a geo-fenced area near an M&S store.
“Mobile is already an incredibly important channel for us with over two million people shopping at M&S on their mobile phone last year,” Nicky Fouhy, M&S’ Online Marketing Manager, explains. “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. We’re very excited to be involved and, with more than 1million consumers, O2’s “You Are Here” service offers us a great opportunity to demonstrate M&S quality and value.”
Shaun Gregory, Managing Director of O2 Media, adds: “M&S has been one of the most progressive brands in mobile for some time. They are re-writing the rules for how mobile works with online and other forms of media. 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.”
O2 first launched its location services in the UK in October last year with Starbucks and Superdrug/L’Oreal. The service uses technology known as ‘geo-fencing’ which has been developed by Californian-based company Placecast. Geo-fences are virtual boundaries that typically surround high-street stores, shopping centres or commercial events. It works on all mobile phones and does not require an app or any downloads.
O2 protects its customers’ privacy by not sharing the data with any other customers or third parties and manages the number and relevancy of all messages. Customers can opt-out of the service at any time.