ROSEMONT, Ill. — A football-themed text-message promotion send to 6,000 Bi-Lo shoppers in the Columbia, S.C., market this past weekend prompted 38% to open the message, said Bill Nasshan, senior vice president of marketing and merchandising for Bi-Lo, Mauldin, S.C., during a presentation Tuesday at the LEAD Marketing Conference here. The text message, sent to shoppers who had opted in to receive such messages, "reminded people about the [University of South Carolina] Gamecocks football ...

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