Mobile CRM for dm-drogerie markt )arvato mobile)
Drugstore chain dm-drogerie markt became active in mobile marketing as the first company in its sector in 2006, thus assuming a pioneering role in German retail.
The website www.fun-aufladen.de offers customers informative and entertaining added value. By linking with web and mobile applications consumers can download so-called “dm goodies”, such as discount or gift coupons for products, and receive product information tailored specifically to them. As a welcoming gift and on special occasions customers receive a number of free SMS from dm-drogerie markt. Users receive more goodies during special promotions, for example Christmas shopping or recommending the website to friends. Current wallpapers, ringtones and mobile games are offered for free download under the “Handy-Fun” heading.
The hot topic of the moment, “user generated content” is also playing a constantly increasing role on the dm SMS service website, with users being able to insert and assess images on certain themes in a gallery. The winning pictures are then offered for free download as mobile wallpaper to all registered participants. Additionally, industry partners are involved in dm drogerie markt online and mobile measures, meaning that customers benefit from these partners’ special promotions, for example in the form of competitions or discounts.
The focus of the dm SMS service is on gaining new customers in the youth segment from a minimum age of 14 years and upwards. Loyalty of new and existing customers to the company is achieved via a mix of entertaining content and genuine added value. dm drogerie markt’s self-built and permanently updated database allows it to address users in a targeted way and therefore generate extremely valuable customer loyalty .
The mobile marketing campaign and the mobile dialogue programme were designed and technically implemented by arvato mobile. In addition to responsibility for the entire creative content, ringtones and animated graphics for example, arvato mobile also maintains the database.
