Exceptional Insights from mobile (Mobilize Systems) | MMA Global

Exceptional Insights from mobile (Mobilize Systems)

April 20, 2009
Submitted by Mobilize Systems

Objective:

Mobilize ran mobile, rewarded surveys following an intensive 10 week mobile campaign conducted for a Brand Owner around Birmingham University. The survey was run to understand the consumer perception of the campaign offers and more broadly how they viewed the whole area of getting offers to their mobile and redeeming via the mobile device. In the Brand campaign, over 4000 Students were sent a series of offers on a student relevant brand range to build brand awareness and distribution in retail outlets.

In running the survey and providing a survey reward, it was important to reinforce the continued use of the mobile medium rather than exploit other communication channels to the students.

Execution:

The survey was aimed at people who had redeemed money-off coupons sent to their mobiles. These were sent using the M BAR GO ® platform from Mobilize Systems where consumers received a unique ID sent to their mobile which they used over the course of 10 weeks to get their varied offers in store by redeeming at the PayPoint terminals in Convenience outlets. The target group was readily identified using the detailed redemption data collected by M BAR GO ® since it is a closed loop model that develops and maintains a profile of offer eligibility, basket and redemption behaviour.

Conducted entirely via SMS, the survey was run at the conclusion of the 10 week campaign, using a partner company OnePoint Reward which also delivers a cash reward to those completing the survey.

Questions around the offers concerned: Favourite / Least Favourite / Most desired future offers - together with a qualitative question on why a consumer might have stopped redeeming at some stage.

Questions around the medium concerned: What Consumers felt about getting offers to their mobile / redeeming offers via their mobile, and their desire to participate in future surveys.

All respondents were sent a £1.50 reward that they could collect at any PayPoint enabled retailer.

Immediate Results:

The survey got instant responses the minute it was sent out via mobile, and results could be read as they came in from all respondents using an online dashboard report.

Questions totalled 8 and ALL respondents completed each survey to the end with no drop off.

Around 50% of respondents then went on to collect their reward in the PayPoint enabled retail estate.

On the offer results: detailed results were obtained on offer attraction, and the qualitative results on why an individual had stopped redeeming were all actionable and, since linked to individual mobile, allowed for further 1-1 follow up.

On their experience with the redemption process and their attitude to mobile offers:

  • 84% of respondents liked having offers sent to their mobile
  • 76% found the offer redemption process via PayPoint terminals easy
  • 100% would like to participate in future reward surveys

The results were very encouraging as they not only show that people are OK with using their phones to receive and redeem coupons, but also the very detailed level of information Brand Owners can get directly from consumers in a cost effective way.

Neil Jessop of OnePoint Surveys Commented:

“We know that people like responding to mobile surveys, but the level of insight delivered by this campaign is exceptional. It is very clear that participants like to receive cash at Point of Sale via OnePoint Reward upon completing a mobile survey.”

Full survey results are seen below:

Longer Term Outcomes:

The survey shows the effectiveness of mobile as survey medium and additionally demonstrates a completely closed loop cycle allowing for offer communication, redemption, survey and reward and continued enrolment – all harnessing the mobile - that is powerful for both Retailer and Brand Owner alike.

Although on this occasion conducted post campaign, the mechanism can clearly be used mid campaign for course adjustment and refinement to maximize the effectiveness of any campaign and also increase the consumer engagement.

From a Brand Owner point of view the capability allows for entirely new business models where for example: product trial can be generated by a call to action in media, measured by the number of consumers texting in to get the offer, and then allowing full measurability on retail redemption of the trial and direct consumer survey of their perception of the product, and reward for participation.

Given the importance of successful product launch, this mechanism provides a powerful new capability to maximize product launch success.

The ability to enroll users into a continuing survey panel also provides Retailers / Brand Owners with a very responsive group to provide feedback on a going basis.

For Further details contact:

Stefan Magnusson – Managing Director Mobilize Systems [email protected] +(44) 7900215705

Hugh Cockwill – Chief Operating Officer Mobilize Systems [email protected] +(44) 7879430723

For more information about Mobilize visit www.mobilize-systems.com

Mobilize-Systems
Crown House, 72 Hammersmith Road, London, W14 8TH

About Mobilize

Mobilize is a developer of mobile CRM and loyalty platforms and was incorporated in 2002. It founded the first mobile savings club SHOP SCAN SAVE® together with Sainsbury’s at Jacksons in 2004 and since October 2007 it operates SHOP SCAN SAVE® via PayPoint terminals in more than 20,000 UK outlets. Mobilize has worked with global brand owners such as Unilever, Procter and Gamble, Nestlé and News International. Any retailer can set up Mobilize’s M BAR GO® platform to work as a free standing mobile CRM engine or alongside an existing loyalty scheme.