Texting Promos Key at K-VA-T

ABINGDON, Va. K-VA-T Food Stores has brought its mobile-phone marketing functions in-house, resulting in more text-messaging promotions. The retailer previously used an unnamed agency to conduct all of its text-messaging promos. It shifted the function in-house to reduce costs, according to Alexis Dean, the retailer's webmaster and graphic designer. In doing so, it's increased the frequency with which

ABINGDON, Va. — K-VA-T Food Stores has brought its mobile-phone marketing functions in-house, resulting in more text-messaging promotions.

The retailer previously used an unnamed agency to conduct all of its text-messaging promos. It shifted the function in-house to reduce costs, according to Alexis Dean, the retailer's webmaster and graphic designer.

In doing so, it's increased the frequency with which it communicates with shoppers via mobile phone. It now sends out we

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