T-Mobile hits pedestrians with Bluetooth ads

T-Mobile has announced it is trialling Bluetooth as part of a campaign to encourage more people into its stores. Piloting the scheme at six stores across the country, passers by will be prompted to enable Bluetooth on their mobile phones to receive T-Mobile offers and deals.

The activity, now known as proximity marketing, will be run in conjunction with Hypertag, a provider of proximity solutions. Hypertag has installed Bluetooth tags in the six T-Mobile stores, which send out invites to pick up a free gift and promotional offers to customers’ Bluetooth-enabled phones as they pass the store.

Graphics in the shop windows also prompt customers to turn on their Bluetooth to receive the offers, which cost nothing to receive. Once in store, customers will receive additional information on what their gift actually is or further details on the promotions via Bluetooth.

During the trial, which lasts for one month, T-Mobile will monitor customers’ responses to the individual promotions trialling different messages. Based on the results from the pilot, the scheme could be extended to other T-Mobile stores nationwide.

In the last two weeks, customer response has been promising, according to T-Mobile. Eugenia Rode, multimedia manager responsible for the trial, stated: “We can see an increase in footfall and sales data is positive too. And customers are positively surprised when they have interacted with the Bluetooth device.”

Mobile Business ed writes: Bluetooth spam is a method of marketing that has been used in the UK for over a decade, from large shopping centres to individual high street stores. Bluetooth has not been widely used as a way to engage with potential customers as the general reaction over the years has been mostly of irritation, followed by turning discoverable Bluetooth off on the users’ handset to prevent further spamming. Would you like to receive news and special offers via Bluetooth on your handset while walking past T-Mobile’s stores throughout the country? Let me know: heather@mbmagazine.co.uk