Bashas' Considers Text Test's Next Step

JULIE GALLAGHER

CHANDLER, Ariz. — After a successful test of a mobile club through which exclusive offers for free products were distributed via text message, Bashas' here is considering whether to move forward with the program.

“The campaign generated a highly motivated database of customers, strong redemption rates and a solid return on investment,” Kristy Nied, spokeswoman for the chain, told SN.

During an eight-week period beginning June 23, shoppers who enrolled in the club received an offer for a free item via text message every Tuesday. Bashas.com visitors were invited to enroll in the program by texting BASHAS to 25866.

To redeem that week's free item, shoppers had to spend at least $10 and show the offer message on their phone at the checkout.

Up to 10,000 offers could be redeemed each week. Deals were good for seven days.

Nied could not reveal how many shoppers enrolled in the program, or quantify redemption rates but she did say the test has “proven to be an effective marketing strategy.”

Free item offers included two Pepsi, 2-liter; Dole Salad, 12-ounce; Nature's Own Bread, 20-ounce; Pop Tarts, 8-count; and a buy one bottle of Mezzacorona wine, get the second for 1 cent.

Standard text message charges applied. Recipients were reminded with each offer message that they could unsubscribe by texting QUIT to 25866.