The Co-operative supermarket recently launched its first ever mobile proximity marketing service in a joint venture with Coca-Cola and O2.

The initial deal saw selected O2 mobile customers receiving text messages allowing them to claim a free bottle of Dr Pepper when they came within half a mile of a Co-op store.

The database used for the trial was made up of 16 to 34-year-olds who had previously chosen to receive location-based marketing messages with O2 media.

Sean Toal, Commercial Director for the Co-operative Food, commented: “The Co-operative is keen to make use of cutting-edge technologies, and mobile proximity marketing means we can target customers with specific offers and engage with them directly.”

The trial was part of a larger initiative being undertaken by the supermarket to improve its in-store technology offering, with Mood Media providing the capability to broadcast the Royal wedding in its outlets in April.

Co-op is also the first supermarket to introduce contactless payments, with 150 stores trialling the system from September this year.

The supermarket has also had to set up what are known as ‘geo-fences’, or virtual perimeters, around its stores which activate the text messaging service once a participating customer ventures into one of these ares.

Toal continued, : “The Co-operative has almost 3,000 stores nationwide, many of which are at the heart of local communities and on high streets, which makes this initiative and technology ideal for us as a community retailer.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit