Ironmongery Direct which has apps in both the iOS and Google Play app stores to serve its B2B customers has engaged The Mobile House, a division of the Specialist Works, to leverage the mobile channel to acquire new B2C customers. Using WEVE, the joint venture between all of the major mobile networks in the UK an extract from reward scheme data of DIY enthusiasts was produced as well as people who had recently moved house. Further the segmentation enabled the targeting of prospect who had called Ironmongery Direct competitors or visited their mobile websites. Then using geo-targeting based around 50 of a major competitor’s stores around the country, any time a prospect was within 400 metres of one of these stores they were sent an SMS with an Ironmongery Direct offer. Messages included an invitation to download the Ironmongery Direct app or the offer of a £50 voucher in exchange for completing a mobile web form. The resultant 3.3 per cent click through rate drove the Ironmongery Direct iOS app 251 places up in the business app chart and the number of mobile web vouchers redeemed far exceeded expectations.
Ironmongery Direct marketing director Stuart Wilson commented “We partnered with the Mobile House because we wanted to see what mobile could do for us as a business and we knew that they were market leaders. We are experienced in using email to drive sales so the idea of using SMS to do the same immediately struck a chord. We were delighted with the results we saw from this initial test campaign adn are looking at ways to incorporate mobile generally and SMS specifically into our wider marketing strategy next year.”
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