Marks & Spencer has engaged mobile marketing agency Incentivated for the first time to launch its mobile Back to School campaign, and to assist with its use of mobile for Customer Relationship Management.
The Back to School campaign invites customers to text keywords (e.g. SCHOOL1, SCHOOL2 SCHOOL16) to a dedicated shortcode, 65006. The shortcode and keywords appear in national press and magazines, allowing M&S to track enquiries generated by the respective media channels used. Respondents then receive a bounce-back text message with a link to access M&S Back to School mobile Internet site from their handsets.
The mobile internet site, designed and hosted by Incentivated, and built using its WAPsite publisher tool, features school uniforms for boys and girls, with photos and prices based on its brochures. Customers are also asked to reply with their email address in order to receive a branded email carrying voucher codes for online redemption.
Customers wanting to buy the Back to School range immediately can use the click to call function on the mobile nternet site, which connects them to the M&S Direct call centre. Customers can qualify for discounts by quoting the unique voucher reference numbers contained on the mobile Internet site. Alternatively, the voucher reference numbers can be used on the Marks & Spencer website for online discounts.
Separately, M&S will use mobile to support its customer loyalty scheme. Personalised emails will carry banner links to a web registration page where customers can sign-up to receive a maximum of three SMS alerts for product news and offers over any two-month period. The web registration form was also built and hosted by Incentivated.
Far from having free time off over the summer holidays, todays parents tend to have their hands full keeping the children occupied, which leaves little time for buying school uniforms, says
Incentivated Managing Director Jonathan Bass. This mobile service allows mums and dads to browse the M&S Back to School ranges when theyre out and about, and the receive online discount vouchers which can be redeemed via mobile, or when they get a moment to access the PC.