(Direct Newsline)—Broadway Marketplace, an upscale grocer based in Cambridge, MA, launched an in-store loyalty and rewards marketing program on Sept. 26 targeting its customers’ cell phones. Instead of using membership cards for tracking purposes, discounts will be offered to customers as an incentive to provide their cell phones to be entered in electronic cash registers.

Mobile marketing technology from MobileLime will track customers’ purchasing preferences and customize the promotions they receive.

Text-message promotions will be sent to shoppers’ cell phones, before, during and after completing transactions. Shoppers will be able to respond via text message or by calling a dedicated 800 number.

“Offering our customers various specials throughout the store—all through their cell phones—is one more way we set ourselves apart,” said Richard Sabounjian, director of marketing, in a statement.

Broadway Marketplace, an upscale grocer based in Cambridge, MA, plans to launch an in-store loyalty and rewards marketing program on Sept. 26 targeting its customers’ cell phones.

Instead of using membership cards for tracking purposes, discounts will be offered to customers as an incentive to provide their cell phones to be entered in electronic cash registers.

Mobile marketing technology from MobileLime will track customers’ purchasing preferences and customize the promotions they receive.

Text-message promotions will be sent to shoppers’ cell phones, before, during and after completing transactions. Shoppers will be able to respond via text message or by calling a dedicated 800 number.

“Offering our customers various specials throughout the store — all through their cell phones — is one more way we set ourselves apart,” said Richard Sabounjian, director of marketing, in a statement.