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Trafford Centre introduces Bluetooth marketing | Print |  Email to a friend
Friday, 16 May 2008

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The Trafford Centre is trialling multimedia marketing to shoppers via their mobile devices. Using Bluetooth it allows operators to transmit or “ping” messages direct to potential customers’ phones, providing that they choose to receive them.

The system, run in partnership with Peel Advertising and Bluepod Media is being trialled at the moment after a successful run at Birmingham’s Bullring and may be extended to Liverpool John Lennon airport.

In addition to being a marketing tool, it also generates income for the provider by allowing third parties to advertise. In the shopping centres that could be anything from film and music clips to barcodes that can be swiped in-store for special offers.

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“The major strengths of Bluetooth marketing are the measure-ability and the accountability. This means we can tell how many pings a particular advert gets and, via technologies like barcodes, whether those pings have translated into sales,” explains Jon Levenson, managing director of Peel Advertising Ltd.

“This is gold-dust for the marketeer. We send information to the mobile device of our willing shopper while they’re in shopping mode. That information is not only relevant to who they are, but also where they are.

‘This combination makes Bluetooth a powerful tool in the marketers armoury – and one that will see Bluetooth marketing become the biggest growth area in digital media for the next five years.’

So far they’ve sent a quarter of a million messages out to phones, with 70,000 people accepting the advertising.

The system was demonstrated two years ago at Manchester’s In the City music convention, where panellists at the Midland Hotel could receive information on conferences and bands direct to their media devices.

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  Comments (3)
RSS comments
 1 By peter website, on 16-05-2008 11:58
It is a great idea, been around for ages, but do you really want to receive advertisng on your phone everytime you enter the Trafford Centre? Its great for people with no friends though, gives them a warm feeling that someone has texted them. 
Best bet though, turn your bluetooth off.
 2 By Swimming, on 17-05-2008 10:41
It'll be interesting to see how successful this is, especially given the inital consumer response.  
 
Providing consumers with the ability to opt into offers specific to their interests would help avoid the potential spam-factor. 
 
Peter - do you have any friends?
 3 By Petros website, on 19-05-2008 08:18
Dont even bother with a trail. This is a very sucessful method of customer communictaion and powerful CRM tool for those that want it. Our companay has been doing this since 2005 and our business has grown exponentially. The trick is to keep content relevant and give lots of freebies via the medium. I love it when guys like Peter refuse to accept a BT message ---- do that in South African and you miss out on free movie tickets and massive promotions. Most recently a mall client of our gave away a car via Bluetooth. BT is good for certain customer classes not everyone. Our company averages about 60 000 downloads a month across 23 malls in SA.

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