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MobileLime Inc., a mobile marketing company in Massachusetts, helped Broadway Marketplace, a small upscale grocery in Cambridge, to realize the potential of the cell phone as the basis for one-to-one connection with its customers. Broadway Marketplace generally loses about 20 percent of its customers every year, since many of its customers come from local universities and schools. These customers tend to disappear and reappear with the school years, and the transient nature of its customer base made it difficult for the store to keep track of addresses for promotional mailings or loyalty-based reward programs. MobileLime replaced the store's card-based loyalty program with a system that uses cell phone numbers to alert loyal customers about special store events, discounts, and rewards. MobileLime streamlines the process and made it more cost-effective and efficient for the store, says Charlie Bougas, co-owner of Broadway Marketplace. MobileLime does all of the work for the store, he says, including analyzing customer spending patterns and informing the store every month with information about customers and how much they have spent. Store sales increased by ten percent during the first year of mobile marketing after several years of flat sales, says Bougas. Cell phones are becoming increasingly attractive as marketing tools for companies of all sizes.
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Information Sources, Inc.
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