Marks & Spencer has joined telecoms firm O2’s ‘You are here’ location-based marketing service, enabling the retailer to target consumers with special offers.

Involvement in the scheme will allow Marks & Spencer to send text or MMS messages to participating O2 customers when they are near an M&S store. To redeem the offer, shoppers quote a unique product code form the text to the store assistant.

The service launches today, when M&S is offering a free smoothie to scheme participants who buy a Simply Fuller Longer sandwich or salad.

M&S online marketing manager Nicky Fouhy said: “Mobile is already an important channel for us, with over 2m people shopping at M&S on their mobile last year.

“Proximity marketing is a new and exciting mobile channel that will enable us to offer value to customers in a targeted and engaging way.”

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