First Choice is working with mobile advertising company Bluepod to target new business and improve communication with existing customers.
People passing First Choice shops receive texts via Bluetooth asking if they would like to be sent offers from the company. If they accept, they receive the latest deals along with resort information.
First Choice has also started to contact holidaymakers while they are abroad, providing information about their destination and updating them on any changes to flight times. Other potential content includes resort footage, language translation and holiday reading.
First Choice sales development manager Tom Woldensen said: “This is a great way of highlighting opportunities for customers. It is a new way of communicating and it’s popular with tech-savvy customers.”
Regulars on the high street will not be bombarded with offers, he added. “The technology remembers them so they don’t receive it more than once. If they choose not to receive it, we won’t bother them again.”
Bluepod Media chief executive Stefan Hohmann said: “This is a chance for First Choice to engage with their customers on another level.”
Bluepod trials have shown a high level of take-up, with 25% to 30% of people in Bluepod-enabled venues and locations accessing content.