Borders launches mobile phone service

Book retailer Borders is launching its first mobile phone service which will offer customers discounts and special offers. It will be promoted through press ads in Ok! magazine and through point of sale.

The company says its launch on mobile is part of its bid to drive footfall, incentivise purchase and promote customer loyalty.

Customers will be asked to text ‘BORDERS’ to 82100 and receive a unique PIN sent through SMS and a link to the Borders Mobile site. They will then be opted into a database, which will allow them to receive further PINs redeemable during the book retailer’s monthly promotions.

The PIN will entitle customers to £5 off every £30 spent in-store or online.

The service has been created by mobile technology company, Que Pasa and
Borders says it is considering extending its mobile service by distributing free audio and video-based content to customer handsets. It is also planning to distribute podcasts direct to customers’ mobile phones.

Nick Atkinson, digital marketing manager at Borders UK, says: “The launch of Borders Mobile gives us a fantastic opportunity to communicate instantly redeemable offers to customers and also grow a powerful mobile marketing database.”

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