Community Markets Sees 20% Redemption from Mobile Marketing

Community Markets' mobile advertising program, launched in May, is driving redemption rates of more than 20 percent at a fraction of the cost of direct mail, co-president Eric Anderson said yesterday.

What's more, "Our customers love it," said Anderson.

Community Markets worked with IDT Telecom of New Jersey to develop and launch its Text-N-$ave mobile advertising program across its 31 stores across Ohio and Indiana.

Customers were asked to sign-up for Text-N-$ave in stores using their cell phones, immediately receiving a "free half-gallon of milk" text message as a thank you.

Each week a new offer is sent via the Text-N-$ave program, ranging from free, seasonally appropriate items to 10 percent off total purchase offers. Each text message includes a unique PLU number that the cashier enters at the register.

All the shopper has to do is show his or her cell phone screen to the cashier to take advantage of the offer. The only customer costs are standard text messaging rates.

More than 2,000 customers signed up during the first weekend after the launch of the program, and approximately 4,000 customers are enrolled in the program today.

Community Markets uses the technology to create store-specific marketing massages that are tailored to each market. "Since each of our Text-N-$ave customers is 'attached' to a specific store, we're able to send specific offers for specific stores," said Anderson.

Community Markets parent company, Fresh Encounter operates stores throughout Ohio and eastern Indiana under a variety of banners, as well as a refrigeration company, Progressive Refrigeration.
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