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Whole Foods flaunts sale items via mobile to incentivize in-store traffic

The company is running the campaign within Pandora’s iPhone applications. Over the past few years, Whole Foods has been cementing its position in the mobile space through a variety of channels.

“Whole Foods has captured the meaning of mobile banner ad marketing with the ad,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“The banner is clear, with a true and enticing call to action; once clicked the sales are presented well on a mobile-optimized landing page, with a simple action item to allow consumers to sign up for sales updates via email,” she said.

“Allowing the consumers to find a location near them to take advantage of the sales is another win for this campaign.”

Ms. Troutman is not affiliated with Whole Foods. She commented based on her expertise on the subject.

Whole Foods did not respond to press inquiries.

Mobile promotion
The Whole Foods mobile ad reads “Click for Our Madness Sales.”

When consumers tap on the ad, they are redirected to a mobile-optimized landing page that features deals for products such as lamb chops, avocados and cooked shrimp.

From there, consumers can choose a Whole Foods store to find the nearest location.

Additionally, users are encouraged to sign-up for the company’s email database to stay up-to-date on the latest sale.

Past efforts
Whole Foods is no stranger to mobile.

In 2010, the company rolled out an app that was created in response to the demand for health advice by Whole Foods shoppers.

The app encompasses healthy eating and exercise tips through simple steps for iPhone, iPad and iPod touch users (see story).

Most recently, Whole Foods used a similar mobile advertising strategy to promote ongoing sale items (see story).

“With the health craze that is happening Whole Foods is absolutely a favorite destination for a very large demographic,” Ms. Troutman said.

“The campaign that has been launched is a perfect way for Whole Foods to collect a database of consumers that will follow their sales more closely and build a solid base of loyalty consumers,” she said. “This ad campaign is a win-win.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York