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Subway Franchisees Test Mobile Campaign
Subway franchisees in Buffalo, New York, are offering customers discount coupons via their mobile phones in the hopes of gaining a database of loyal customers and a better understanding of the purchase behavior of those customers.
The group of 12 stores has launched the coupon effort for the back-to-school season using mobile marketing firm MobileLime, according to DM News. Opt-in customers can text information requests about specials and receive those specials via cell phone. They redeem coupons by entering cell numbers at the cash register.
According to mobile infrastructure software provider Airwide Solutions, 89 percent of brands will use text and multimedia mobile marketing by 2008, and in five years 52 percent of brands will spend up to 25 percent of their total marketing budgets on mobile efforts, writes ClickZ.