A year on from Tesco’s first display ad targeting campaign with Weve, the now O2-owned mobile marketer is helping gain awareness of their new London concept stores. The latest initiative sees mobile couponing driving additional awareness and footfall into the Villiers Street store.

Prior to the trial, Weve identified 40,000 potential consumers who had walked past the store at least 6 times or entered/ exited Embankment tube station over a 2 week period. They then sent the targets mobile messages offering a coupon barcode for £1 off a £3 shop. The mobile barcode was swiped through a new scanning system within the store, which is based around “food on the go”. Weve were able to differentiate between customers to ensure people were only sent a coupon once.

A number of related campaigns between the 2 companies are planned, taking the Supermarket into exciting marketing territory.
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