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T-Mobile To Trial Proximity Marketing In UK Stores

t-mobile_bluetooth.gifT-Mobile has announced that it will trial “proximity marketing” at several of its London locations in an effort to bring more people into the stores.

Bluetooth tags will be installed in six T-Mobile stores by Hypertag, a provider of proximity solutions.

Once the Bluetooth tags are activated, they send out messages to everyone who walks past the store if their phone has Bluetooth-enabled. This message invites them into the store to pick up a free gift and promotional offer.

To attract people who do not have Bluetooth enabled, graphics in the shop windows also prompt customers to turn on their Bluetooth to receive the offers, which cost nothing to receive.

Once in the store, customers receive additional information on what their gift actually is or further details on the promotions via Bluetooth.

As this is a one month trial, the reactions of customers will be closely monitored, and further expansion of the program will depend on customer acceptance.

This sort of “proximity marketing” has been very successful at special events such as concerts or festivals. In those situations, the consumers are at the event because of a special interest, and so they are generally receptive to communications as long as they are relevant to their interests. (see the MobiAD article Coke’s Powerade Uses Bluetooth To Engage Cyclists

However, it is not as clear what the reaction of the general public will be to being sent a Bluetooth message just when they are walking in a normal environment. This sort of marketing has been trialled before (see MobiAD article HSBC trials Bluetooth ad campaign ), but there has not been widespread take up.

According to T-Mobile, customer response in the first couple of weeks has been promising. “We can see an increase in footfall and sales data is positive too. And customers are positively surprised when they have interacted with the Bluetooth device,” says Eugenia Rode, Multimedia Manager responsible for the trial.

So let’s keep watch on this to see if T-Mobile expands the program.

Other articles of interest:

• UK Football Clubs Launch Bluetooth Marketing

• Renault’s Multifaceted Mobile Campaign For Twingo by Nokia

• Do-It-Yourself Bluetooth Marketing for Brands

• JC Decaux Rolls Out BlueTooth Network

29.03.2009    Tags: , ,
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