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ECI Book Club (Emexus & ECI)
Book Club Case Study – Emexus & ECI
Brand:
ECI, part of the Bertelsmann Group, is the Netherlands’ largest book club with a customer base of over 1.1 million members
Goals:
§ Increase orders by mobile ordering channel
§ Increase customer loyalty, engagement and participation in the
club’s activities
§ Achieve rapid database enrichment with mobile phone numbers
§ Create buzz around the brand with an innovative mobile marketing
campaign
Solution
Emexus developed a number of innovative and customer-friendly mobile services for ECI to achieve their marketing goals:
§ Quarterly automated SMS special offers, fully personalized based
on previous purchases
§ A complete SMS ordering channel: Members simply send in the product code and the item will be mailed directly to their address
§ Several SMS sweepstakes and SMS contests
All mobile services are promoted through ECI’s quarterly member magazine and Website.
Results
Over 40.000 members participated in the SMS sweepstakes, adding up to a response rate of 4%. Several thousands of orders are placed via SMS each week. The SMS ordering channel gave ECI unique new insights in customer behavior, enabling them to further customize their marketing efforts to maximize results.
In the near future ECI is considering using the Emexus mobile internet solution to allow club members to browse through the ECI website with their mobile device and directly place orders online.
About Emexus
Emexus is a global leader in the field of mobile services and specializes in Mobile Marketing, Mobile Entertainment, Mobile Internet and Customized Solutions. All mobile services are delivered through the unique Emexus Platform. The Platform enables companies to take maximum advantage of the latest mobile possibilities in an efficient and cost effective way. Emexus has offices in the Netherlands, the US and Malaysia and delivers mobile services to over 150 clients in 18 countries worldwide, including Philips, Vodafone, T-Mobile, ECI, Organon, PPGH JWT,
