Areas S.A., which operates airport and shopping center locations of Subway, Starbucks and other fast-food brands, is planning to deliver mobile offers and promotions to consumers as a way to drive traffic and loyalty.

The company has teamed up with MobileBits Corp.’s Samy mobile marketing and engagement network for exclusive offers, deals, coupons and loyalty rewards through mobile devices. Consumers access the offers via the Samy mobile application, where they can choose which brands to receive offers from.

“Merchants in many industries, i.e. quick service restaurants, financial service regulation and retailers, are seeking an effective way to roll out a meaningful mobile engagement strategy to market their brand to mobile consumers around their physical bricks and mortar stores,” said Walter Kostiuk, CEO of MobileBits, Sarasota, FL.

“Samy provides single store owners a way to leverage a greater local marketplace within the Samy network, while at the same time providing a compelling way for larger multi-store, multi-brand operators like Areas to roll out an end-to-end mobile marketing solution that drives targeted brand engagements resulting in in-store redemption and in-app commerce,” he said.

Areas S.A. is a global operator of food and retail services within major passenger transportation hubs across nine countries. It serves 150 million customers annually and manages over 1,250 restaurants, retail shops, hotels and gas stations, including Burger King, Subway, Starbucks, Pizza Hut and Dunkin’ Donuts locations in major airports, highway rest areas, railway stations and shopping centers.

On-the-go consumers
Samy is positioned as a mobile companion for travelers and on-the-go consumers looking for special offers from nearby brands.

Mobile is a great way for brands to reach these consumers as they often have their devices close by and are already engaging with them to stay in touch with work or family.

Consumers download the Samy app and choose their favorite stores and restaurants from a list of participating merchants to begin receiving alerts regarding offers, deals and promotions that can be redeemed in-store by showing their phone.

Users can also share deals with friends on Facebook and Twitter or by email.

In addition to offers, merchants on the Samy network can also communicate with app users via messages, surveys as well as offer experience ratings.

Mobile reach
Shopping center operators DDR Corp. and DLC Management Corp. previously partnered with MobileBits.

As a result of these deals, the Samy network now reaches almost 250 million consumers annually and tens of thousands of bricks-and-mortar businesses in shopping centers, malls and airports.

“The value Samy offers large commercial centers and brand operators is to market a central independent application on the physical properties that provides shoppers a free application where they can find local savings and choose to search local savings,” Mr. Kostiuk said.

“Participating merchants now have a performance-based mobile marketing and loyalty solution to help drive valuable engagement and increase commerce,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York