CHICAGO\'S POTASH BROS. LAUNCHES CELL PHONE-ENABLED LOYALTY PROGRAM FROM MOBILELIME(r) | MMA
March 1, 2006


CHICAGO'S POTASH BROS.  LAUNCHES CELL PHONE-ENABLED LOYALTY PROGRAM FROM MOBILELIME(r)


MobileLime Marks Entry into Chicago Market with Upscale Grocer


BOSTON - MARCH 1, 2006 - MobileLime(r), the first U.S.-based company to turn the mobile phone into a marketing, loyalty and payment device, today announced that Potash Bros. Markets, an upscale Chicago grocery store chain, is the first MobileLime merchant in Chicago to let its customers ring up big savings and rewards through their cell phones.  The deployment of MobileLime at Potash Bros. marks the beginning of MobileLime's national expansion as it moves beyond its Boston stronghold to bring the benefits of its award-winning service to retailers and consumers throughout the U.S.

"As a neighborhood grocer, it is ideal to be able to provide a cell phone-based service that enables us to communicate real-time with our customers and build loyalty by offering rewards throughout the store," said Art Potash, owner and vice president, Potash Bros. Markets.  "MobileLime's service offers our quality-focused customers special savings and convenience by providing up-to-the-minute alerts and shopping information about new products, in-store events, sales and promotions."

With MobileLime, Potash Bros. is able to communicate offers to customers before, during and after each purchase transaction, directly influencing buying behaviors at the point of sale.  Through text messaging and email communications, shoppers enrolled in Potash Bros.' program are the first to know about special sales and events.  This gives Potash Bros. the ability to directly influence buying behaviors at the point of sale-where it matters most.  In addition to a loyal customer base, Potash Bros. is building a customer database that contains valid customer cell phone numbers and emails.

"MobileLime is excited to enter the Chicago marketplace with a gourmet landmark like Potash Bros.," said Robert Wesley, president and CEO of MobileLime.  "We are extremely pleased that the owners of Potash have selected MobileLime to deliver an unmatched, highly personalized rewards program to their valuable customers.  The Potash launch further demonstrates the opportunity MobileLime offers to grocery retailers and our commitment to this critical market segment as we expand our footprint nationwide."

Rather than issuing a typical membership card or number, MobileLime turns a shopper's cell phone number into their unique identifier.  The cashier simply enters the member's cell phone number at checkout and the shopper receives instant item-level savings towards purchases.  With the Potash Bros. Mobile Rewards Program, members can opt-in to receive weekly emails, exclusive interest-oriented text messages, event alerts, specials and savings on a wide selection of items each week.  

MobileLime will give Potash Bros. Markets the ability to track and understand their shoppers' purchasing preferences in order to customize special promotions and send real-time offers to improve the overall shopping experience.  Potash Bros. Mobile Rewards is available today and free to consumers. Consumers in the Chicago area can sign up at both Potash Bros. locations-- on the Gold Coast at 875 N. State Street and in Sandburg Village at 1525 N. Clark Street. 

About Potash Bros. Markets
Potash Bros. Markets is an upscale grocer located on the North Side of Chicago since 1950.  Potash provides small town style service in the heart of Chicago by treating each customer as a neighbor.  Quality and convenience are Potash trademarks. The market offers a full grocery, meat and produce department as well as deli and hot food items that are prepared "ready to eat" for customers with active lifestyles.  The store also offers catering, and home delivery service.  Orders can be faxed or emailed.  Potash Bros. Markets are located at 875 N. State St. and 1525 N. Clark St., Chicago, IL.  To learn more, please visit www.potashbros.com. 

About MobileLime(r)
MobileLime is the first U.S.-based company to turn the mobile phone into a marketing, loyalty and payment device, enabling merchants to build sales and loyalty in ways never before possible.

With MobileLime, consumers can use their mobile phones to personalize their shopping experience with valuable information and offers, take advantage of loyalty programs without carrying a card, and use their mobile phones as a quick and secure way to pay for purchases.  MobileLime enables merchants to create a true one-to-one relationship with their customers - reaching them through multiple channels with timely and targeted promotions when customers are most receptive.  Merchants can take advantage of cost-effective high-impact interactive cardless loyalty programs, and let customers pay with their mobile phones, speeding checkout and cutting costs by offering flexible payment options.

Recently awarded the 2005 Global Retail Technology Award for Best In-Store Innovation and the Innovation Award from the Global Mobile Marketing Association, MobileLime, a service of Vayusa, Inc., is privately held and based in the Boston area.  To learn more, please visit www.mobilelime.com.

Media Contact:
Melissa Dolan
Fusion PR
212-651-4236
[email protected]