SPAR Mounties Capture Mobile Customers

Bristol, United Kingdom, May 16, 2008 --(PR.com)-- SPAR retailer, Tates is launching its new "Tim Hortons" branded coffee and pastries offering at its flagship Haymarket store in London, supported by a new Bluetooth marketing initiative.

Provided by Bristol-based mobile marketing specialists MyOxygen, a mobile Bluetooth transmitter carried by roaming 'Mounties' sent out discounted vouchers to passers-by who could receive them on their mobile phones via Bluetooth during the launch week.

The voucher, offering details of a coffee and doughnut offer, contained a barcode to be scanned in store. The MyOxygen system tracked the number of attempted transmissions, the number of people accepting the promotion and, in-store, the number of redemptions, leading to provable return on investment (ROI) for the marketing efforts.

MyOxygen Mobile provides one of the smallest Bluetooth transmitters available in the UK, meaning they can be left in-store or carried by staff in the local area. And any Bluetooth-enabled phone within a 100-metre range or via a WAP link can receive the barcoded vouchers.

Anthony Sappor, Tates business development manager said: "Using Bluetooth devices allows us to market to potential customers up to 100 metres away, who may otherwise be unaware of our new services or offers. It provides a very low cost delivery channel that is accurately tracked from transmitter to customer to store and in this case provides significant financial and physical advantages over alternatives.

"We also like the rapid feedback on promotional success, so that promotions that are under performing can easily be identified and improved. Customer feedback has been encouraging; it is not intrusive given that they can select whether or not to accept the offer, and those accepting like receiving appropriate messages delivered via a device they use - their mobile phone."

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