Motorway services operator RoadChef has selected m-send to provide the technology to drive a campaign to allow customers to join the companys its on us m-loyalty scheme and receive benefits via their mobile phone.
The initial campaign will invite customers to receive vouchers from RoadChef and its associated brand partners, which include Nestle and Coca-Cola, by sending a text message to a non-premium rate service. By texting ROAD to 60066 and completing a registration form that makes them eligible to receive mobile vouchers over the 12-week period, each user also has a chance to win a Widescreen Plasma TV.
m-send enables us to interact with our customers to provide a more intuitive, branded experience at a time when they are most likely to be using our services,” says RoadChef Head of Marketing, Chris Proud. Extending our loyalty services to mobile ensures that customers will always have the latest vouchers or discounts with them, since people are rarely without their mobile phone. The simplicity of m-sends system allows our customers to be in charge of what promotions they receive and because of the always available nature of mobile phones, they can easily redeem their vouchers at any of RoadChefs locations nationwide.”
m-sends technology automatically captures the members phone number when they opt-in to the scheme. As an i-movo Business Partner, m-send issues a unique mobile voucher to each registered mobile phone. This is tracked to provide key management information relating to the campaigns success. i-movo offers a secure method to distribute cash-value vouchers to mobile phones, using text messages
RoadChef has shown leadership in understanding the importance of delivering value and mobile immediacy as part of its core marketing communications strategy,” says Chris Astle, Managing Director of m-send. Many consumers are willing to interact with brands using their mobile. However, each interaction needs to be meaningful and based on an on-going dialogue with each consumer, and not purely a data acquisition exercise to try and improve sales. RoadChef has achieved this by offering mobile vouchers that support the typical purchase habits of their customers to create compelling reasons to stop at RoadChef, instead of one of their key competitors sites.”
These are really attractive, no-strings-attached offers that RoadChef and their brand partners are making and it is critical that each voucher is not used more than once,” adds i-movo CEO David Tymm. Our system tracks each voucher through to the point-of-purchase. This gives real-time campaign information to the m-send solution and total protection against viral distribution and over-redemption, which has cost many retailers dearly in recent months. Unlike these failed attempts, this mobile loyalty scheme does not need to display a bar-code on the phone or require expensive software development at the Point-of-Sale. Consequently, this scheme should prove very successful for RoadChef and m-send.”