Fruit and Veg City Holdings (Pty) Ltd was founded in March 1993. Their common sense approach to marketing fresh produce and maintaining a no frills business that is value driven right down to store level, has allowed the company to grow from a one-store operation, to the largest seller of fruit, vegetables and other fresh produce items in South Africa. Today, around two thirds of the company consists of franchises, with an average of 10-15 new stores opening per year. In May 2008 Fruit and Veg City opened their first Food Lover's Market in Sydney, Australia. This store joins the already successful group of outlets beyond South African borders, including 3 in Namibia and a store in Lesotho.
Fruit and Veg City
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Case Study
The Situation
With the rise in food prices and increased cost of living a reality, Fruit and Veg City were looking for a more cost effective way to bring savings closer to their customers by providing instant access to discounts, promotions and deals on offer - anytime and anywhere.
The Solution
Fruit and Veg City chose to team up with Clickatell in order to provide text messaging to communicate store announcements and sales promotions to customers via their mobile phones.
The Results
Today, Fruit and Veg City's customers no longer have to search through newspaper ads for coupons and weekly specials. After customers opt into the program, Fruit & Veg City provides current 'on sale' information directly to their mobile phone via SMS. The retail chain also runs 'real-time' contests and promotions with customers to give them opportunities to win prizes such as free overseas trips. SMS marketing and communications is a fraction of the cost of traditional methods commonly used to market, promote and communicate with consumers via print ads, flyers and mailers, etc. giving Fruit & Veg City an innovative way to reach customers at a much lower cost and more importantly in a dynamic and targeted manner.
"We have already seen a direct increase in sales as a result of this new mobile messaging and marketing program, and we are happy to be working with Clickatell, which provides excellent quality of service and customer support via an easy to use service and have proven their experience."
