Buffalo, N.Y.

Working to leverage the mobile channel to capture more of its customers’ share of wallet, more than 100 Subway restaurants in Buffalo, N.Y. and the Seattle-Tacoma area now offer real-time alerts and coupons to preferred customers via their cell phones. A partnership with Modiv Media— an interactive marketing services firm in Quincy, Mass.—the My Subway Mobile program helps the national sandwich shop chain’s participating stores to drive traffic and sales, as well as to gain insight on specific promotion aspects that appeal to each store and individual customers. The program works by encouraging customers to sign up at participating locations or by texting a

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