Rogers has launched Rogers Alerts, a location-based mobile program that allows participating retailers to send personalized offers through SMS to Rogers wireless customers who sign up for the service.

Retailers including Sears Canada, Future Shop, Pizza Hut Canada, A&W, Second Cup and Rogers Wireless have all signed on to the service, which uses geo-fencing to target consumers who come within close proximity to their retail locations. Rogers Alerts can be purchased by retailers as a stand-alone promotion or as part of a larger media buy, according to a release on the launch.

Rogers customers who register at Rogersalerts.ca to receive offers can customize the content they will be sent to their own personal shopping and retail preferences. Rogers is celebrating the launch of the new service by offering $5 off their next Rogers Wireless bill to customers who text RALERTS to 5050.

Rogers Alerts uses technology from location-based marketing and loyalty company Placecast, which is based out of California. The tech has already been used under the name ShopAlerts in the UK and US.