Subway customers in the United Kingdom are now able to present a mobile voucher in-store thanks to the chain's partnership with O2 Media.

Customers who opt-in to the "You Are Here" service are sent a message and coupon to their smartphones whenever they are near a Subway restaurant.

According to Marketing Magazine, Subway is the first retailer to supply O2's location-based marketing service with scannable mobile vouchers.

O2 Media launched You Are Here last year. Starbucks has also partnered with the company for the service; however Subway's campaign is the first to include vouchers that can be scanned by a mobile phone.

From the story:

"In conjunction with Subway's commitment to contactless payment, this advance demonstrates our dedication to providing an innovative consumer experience. This is the next step in the mobile evolution of Subway," said Simon Wallwork, marketing manager at Subway UK.

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