Objective

• Assess consumer acceptance of mobile coupons in Spain
• Test different offers and develop a customer contact strategy
• Use existing customer database to leverage repeat business
• Learn about the speed of response and best promotional vehicle
• Integrate with their existing store POS technology for a seamless m-couponing solution

Solution

• SMS Push campaign via existing customer database

  • SMS push campaigns had 3 different offers
  • Different eligible groups received different offers
  • The member goes to the Blockbuster outlet and enters their PIN into the multimedia unit
  • The multi-media kiosk prints paper ticket with barcode upon validation
  • Ticket taken to cashier to redeem offer, where existing POS technology scans the barcode on the ticket

Results

• An impressive 4.9% average redemption rate was witnessed, especially when 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 consumer popularity of the revenue enhancing 2 for 1 offer, achieving an unprecedented 10.4% redemption rate.
• In both campaigns, 1% of coupons sent were redeemed within 4 hours of campaign deployment