Costcutter Supermarkets Group is trialling a pilot proximity marketing scheme in York and the West Midlands.

Approximately 38,000 SMS text messages will be sent out to O2 customers within half a mile from stores in the two regions. Text messages will offer a Meal Deal offer which this month is Spaghetti Bolognese, which includes Independent mince, Dolmio Sauce, Independent spaghetti and a choice of Independent garlic bread or salad, all for under £5.

The scheme coincides with Costcutters instore promotions uncvluding ‘Love £1 Deals’, ‘Love Half Price or Better’ and ‘Killer Deals’ on everyday essentials that runs in-store until March 9.

Costcutter head of digital Sean Russell said: “We have some exciting ambitions and plans for digital in 2016 and this proximity marketing trial fits with our ‘local first’ approach, targeting both potential customers and highlighting the range and fantastic value to existing customers through social media.

“Proximity marketing is another way of reaching consumers who are not consuming media in the traditional way which is why digital is a key element of this campaign, and fits with our wider digital strategy which includes our ActivHUB portal, ActivMOBILE app and social media training for store owners.”

Jas Singh, owner of a Costcutter store in Nuneaton, said: “We’re really excited to be part of this trial as we’re confident it will help us engage with new customers and promote the great range of foods we stock.”

The trial is being supported by a £500,000 investment in marketing that includes consumer leaflets, in-store marketing, POS, press and digital advertising and social media activity. If successful, Costcutter will look to roll the programme out over the coming year.

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