Costcutter is building on its digital marketing plans with a new footfall-driving pilot scheme promoting its product deals at smartphone users.

The proximity marketing campaign will see 38,000 text messages sent to shoppers in York and the West Midlands, which will promote Costcutter’s latest Love Local Deals.

O2 customers within half a mile of Costcutter stores in both regions will receive a text encouraging them to pick up a spaghetti bolognese meal deal. The offer includes a jar of Dolmio sauce and spaghetti and garlic bread or salad from the Independent range, which can be bought for under £5 from participating shops.

Costcutter said it would look to roll out the proximity marketing campaign to other regions later in the year if the pilot proves successful. CSG - Proximity Marketing - Image

Sean Russell, head of digital at Costcutter, said: “The West Midlands and York gave us a very good balance of high store density and a high number of O2 customers. This enabled us to reach a wide audience and have an impact on a large number of retailers.

“Running this trial alongside our Love Local Deals campaign allowed us to amplify key deals and reach a wider audience via different media.”

The activity is the latest attempt by Costcutter to grow its presence among tech-savvy shoppers. The group also revealed in December it would offer social media training to all its retailers to help them improve their presence on sites such as Facebook and Twitter.

Mr Russell said: “Digital marketing is a key part of our plans for 2016 and we are taking a ‘local first’ approach to helping retailers to drive footfall into their stores.”