Brand: Broadway Marketplace

Company: MobileLime^®

Objective:
Broadway Marketplace, an upscale Cambridge, Massachusetts grocery store, wanted to offer its Harvard clientele a loyalty program that would both reward their patronage and enable Broadway to communicate with customers immediately, with measurable impact.  Coupled with the out-of-reach cost of advertising in major metropolitan newspapers, the ineffectiveness of traditional circulars, and limited internal resources, Broadway sought a new and innovative way to get their message out quickly without taxing internal resources. 

Solution:
After considerable searching, Broadway Marketplace selected a solution from MobileLime, the only relationship-based mobile marketing, loyalty, and payment solution provider, which would enable the grocer to offer its customers special savings linked to their cell phone through a customized mobile loyalty program. 

Rather than issuing a loyalty card or randomly assigned number, MobileLime turns a shopper’s cell phone number into their unique member number, offering a new and effective way for Broadway Marketplace to build personalized relationships with its customers.  The cashier simply enters the member’s cell phone number at checkout <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />and the shopper receives instant item-level savings toward purchases, enhancing customer loyalty and satisfaction. 

Once Broadway Marketplace customers sign up for the Mobile Rewards program through MobileLime, they may opt-in to receive weekly emails and relevant text messages on their cell phones containing exclusive interest and event-oriented alerts, specials and savings on hundreds of items store-wide from the grocer. 

The MobileLime technology was simple to install as it integrated seamlessly into the Broadway StoreNext point-of-sale system. MobileLime handled all the technical implementation, in-store promotions, member enrollment and communications and database management.  Post-launch, MobileLime is managing all Broadway Mobile Rewards program communications—email and SMS.

Results:
With the MobileLime Interactive Cardless Loyalty program, Broadway Marketplace is now able to communicate offers to its customers before, during and after each purchase transaction, directly influencing buying behaviors at the point of sale. 

In addition to a loyal customer base, Broadway Marketplace is building a customer database that contains valid customer cell phone numbers, emails and customer preferences. The grocer now provides a combination of service cachet, encouraging shoppers to come back often and spend more. 

The rewards program has been met with great success.  Since the program was launched in September 2005, nearly 82% of Broadway Marketplace customers have joined.  In the same period, more than 64% of the people who signed up used the loyalty program on an ongoing basis when making a purchase.

About MobileLime^® 
MobileLime is the first U.S.-based company to allow consumers to make purchases through any mobile phone, offering a more convenient way to pay at their favorite merchants, increasing merchants’ revenue while improving customer service and loyalty.  You can find more information about the company and its solutions at www.mobilelime.com. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />