CAPE TOWN, South Africa — Fruit & Veg City here, which operates over 100 stores, has selected Clickatell, Redwood City, Calif., to communicate store announcements and sales promotions to customers via text messages on their mobile phones. After customers opt into the program, Fruit & Veg City sends current promotion information directly to the customers’ cell phone via SMS. The retail chain also runs real-time contests and promotions with customers to give them opportunities to win prizes such as free overseas trips. “Our customers use their cell phones in every aspect of their lives from chatting with friends to mobile banking,” said Paul Savva, chief information officer at Fruit & Veg City, in a statement. “We want to make sure they never miss the opportunity to participate in a store promotion or save money during a sale. The most effective way to communicate with them is directly to their cell phones using SMS.” He added that the chain has seen “a direct increase in sales” as a result of the mobile messaging program.

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