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Consumers who visit any of the 27 open-air malls owned by DDR, a commercial real estate company, can receive text messages offering deals from the retailers in each of those locations.

The program, called ValuText, is based on geo-fencing, which allows retailers to send text messages to consumers in a specific geographic area, according to the NY Times.

The free service is available to all tenants but is especially beneficial to smaller retailers who do not have large advertising budgets, John Kokinchak, the senior executive vice president and chief administrative officer for DDR, said in the story.

The service is opt-in only, meaning customers have to agree to receive notification about deals. They can participate by texting "valutext" to 25787, or by enrolling online at valutext.com.

Alistair Goodman, CEO of Placecast, the company providing the geo-fencing technology, said that the company had more than six million users signed up to similar programs in the United States and Europe and that more than 75 brands had used the service.

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