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W H Smith launches Priority Moments with O2
25.07.11 | Lisa Campbell
W H Smith has launched a new half-price book promotion in partnership with mobile phone network O2, which it said has the potential to reach 22 million new customers.
Priority Moments, which launches today (25th July), allows O2 customers to download a free app which will allow them to take advantage of special offers with many of O2’s partnership companies.
People on the O2 network will be able to buy two Priority Moments “pick of the week” books at WHS for half price each week, starting with Alan Sugar’s memoir, What You See is What You Get (Pan Macmillan), and Stephen King’s Full Dark No Stars (Hodder). The app will show users their nearest offers within a particular locality.
Toby Keir, head of non-fiction and digital at WHS, said he hoped the offer would help to target a wider market of readers. He said: “O2 has 22 million customers who will be able to take advantage of this offer, it is a vital new market for us and we hope it will encourage more people to get into reading—it is nearly 40% of the population.”
Other companies which have signed up to O2 Priority Moments include Zizzi restaurant, Yo! Sushi, Hotel Chocolat, Wallis, Fitness First and Pizza Hut.
WHS has signed a deal to be the only bookseller in the Priority Moments offer for a year and will support the new campaign with in-store promotions. O2 customers without smartphones can text 2020 to take advantage of the offer.