STORE DRIVES PROMOTIONS VIA CELL-PHONE PROGRAM

SAN DIEGO - Since launching a loyalty marketing program based on consumers' cell phones in late September, Broadway Marketplace, a one-store operator in Cambridge, Mass., has enrolled 1,700 shoppers and boosted loyalty sales 30% per month, using text messages to reach shoppers, according to its owner.The owner, Charlie Bougas, discussed the program at Food Marketing Institute's Marketechnics show,

SAN DIEGO - Since launching a loyalty marketing program based on consumers' cell phones in late September, Broadway Marketplace, a one-store operator in Cambridge, Mass., has enrolled 1,700 shoppers and boosted loyalty sales 30% per month, using text messages to reach shoppers, according to its owner.

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