Doc Popcorn, a snack-food distributor in malls, sports arenas and concert venues, has launched its mobile "Pop In" card program for customer relationship marketing.

Doc Popcorn will roll out the mobile loyalty initiative starting with its Cherry Creek Mall location in Denver, CO. The popcorn company is partnering with Mocapay, which specializes in mobile gift, loyalty and marketing, to grow Doc Popcorn's all-natural popcorn concept and brand as they continue to expand operations within and outside Colorado.

"Mocapay will enable Doc Popcorn to continue their growth plans, one of which is establishing a mobile marketing channel with new and existing Doc Popcorn customers," said Kevin Grieve, CEO of Mocapay, Boulder, CO. "Mocapay is thrilled to partner with Doc Popcorn for their mobile marketing and payments initiative.

"The addition of the mobile 'Pop' 'In' card program, which will include both a gift and loyalty component, powered by Mocapay, also assists Doc Popcorn in expanding their brand and strong customer following by providing additional convenience through mobile payments," he said..

Doc Popcorn's snack product is low in fat and has zero trans fat or cholesterol. The company opened its first location in late 2003.

Since then, Doc Popcorn has expanded to seven locations in Colorado, including Flatirons and Cherry Creek Malls, the Pepsi Center -- home of the NBA's Denver Nuggets and the NHL's Colorado Avalanche -- Mile High Stadium -- home of the NFL's Denver Broncos -- and Red Rocks Amphitheatre, a concert venue.

Doc Popcorn is also distributed in all Colorado Whole Foods Stores.

Mocapay provides a mobile commerce platform that supports integrated mobile payments, marketing and distribution at point-of-sale.

Mocapay offers direct marketing opportunities and customer loyalty to merchants while providing consumers with the ability to transact with their mobile device and get real-time promotions from retailers.

The launch of the mobile "Pop' ?In" program is Doc Popcorn's initial entry into mobile.

As the popcorn retailer broadens its footprint, partnering with Mocapay to go mobile felt like a natural next step, according to Doc Popcorn.

The mobile "Pop' 'In" program opens up a new customer acquisition and retention channel, as well as an interactive marketing and communication vehicle with Doc Popcorn's most loyal customers.

"Mocapay will help Doc Popcorn establish a two-way mobile communication vehicle with their biggest popcorn enthusiasts," Mr. Grieve said.

Doc Popcorn mobile "Pop' 'In" account holders will be able to transact at the point-of-sale, access their account balance and transaction history, find the nearest Doc Popcorn location accepting mobile gifts, and reload their Pop' In' account, all from their mobile phone.

Doc Popcorn mobile account holders can also take advantage of Mocapay's recently launched Gift-A-Friend application.

Gift-A-Friend lets consumers send mobile "Pop' 'In" cards to their friends and family directly to their mobile phone from the Mocapay Web site.

"As Doc Popcorn continues to expand its operations, they also continue to strive for innovation within the snack market," Mr. Grieve said. "Mocapay helps address this challenge by enabling Doc Popcorn to access a new customer and acquisition method through a mobile channel."

Smart Transaction Systems is the back-end gift card processor for Doc Popcorn and the database of record for all of their gift accounts.

Mocapay and STS have integrated their two systems to deliver a seamless consumer experience at the point-of-sale.

Currently, Doc Popcorn uses a paper punch program, with the offer "Buy five bags of popcorn, get one small bag free."

"By mobile-enabling the loyalty program, customers will never again forget their loyalty card, and Doc Popcorn can better track the success of their loyalty program," Mr. Grieve said.