We are lucky enough to work with Subway stores all over the UK and we’re always looking for ways of adding value. Proximity marketing (contacting potential clients via the Bluetooth functionality in their mobile phones) isn’t a new concept, but it hasn’t taken off as it might have. The idea is that bluetooth enabled phones are detected when they pass by, a message is sent automatically (something like “do you want to receive a special offer?”), a voucher is transferred and the customer presents this in-store to redeem his/her prize. Easy!

In 2009 we ran a trial at a Subway store in Exeter. During the seven-day period, an impressive 35% of vouchers received were redeemed. At a time when getting customers through the door is more challenging than ever, perhaps this is a channel we shouldn’t ignore. 

[Opinion: Katie Hickmott - Project Manager]