Case Study - Blockbuster

Objectives

• Drive Sales from infrequent customers
• Blockbuster wanted to assess consumer acceptance of unsolicited mobile coupons in Spain
• Use exsisting database to leverage repeat business
• Learn about the speed of response and best promotonal vehicle
• Integrate with their exsisting customers store at POS technology for a seamless m-couponing solution



Methology




Mechanics: SMS push via exsisting customer database:



• Promotion: 2-for-1 offers, 50% discount for two different stores in Madrid
• Target Audience: Blockbuster customers who had not returned in the last 6 months. Different eligible groups recieved different offers
• Customers interact with RAPOS kiosk
• Kiosk prints paper ticket with bar code
• Advertising Method: Send text message to customers on Blockbuster opt-in list



Results



• An impressive 4.9 average redemption rate was witnessed considering:
• The short window to exercise the offer at each location
• The preceding length of customer inactivity
• This was a push campaign
• The second campaign illustrated the consume popularity of the revenue enhancing 2 for 1 offer, acheiving an unprecedented 10.% redemption rate





Used Products




• Mobile Marketing
• Mobile Couponing

Used Services




• Mobile Network Operators
• Agencies & Brands
• Retailers
• Organisers and Promoters