Ian Jindal, Internet Retailing
Enpocket, the Intelligent Mobile Marketing ä company, and i-movo have teamed up to launch a groundbreaking mobile marketing campaign for BP that uses mobile vouchers to drive footfall to Wild Bean Cafés.
The cross channel promotion invites customers to enter competitions to win SatNav systems and cash prizes. In return, every entrant is sent a voucher by text message for a free Wild Bean Coffee. The unique number within each message is keyed into the payment terminal at one of the 173 BP Connect’s across south east England and central Scotland, and the voucher is validated in real-time.
Enpocket’s technology is being used to run the competitions, send out the vouchers and manage the BP customer database, while i-movo’s technology generates unique voucher ID’s and is integrated at BP Connect sites to enable the real-time redemption.
“This is the first time we have tried such a marketing tool to attract customers to try our Wild Bean coffee. The thing which is really attractive is the realtime nature of the system. This helps us understand the effectiveness of the multiple online and radio advertising campaigns we have invested in to support the promotion and we get to know exactly which customers have redeemed their vouchers, where and when. As the system is secure, the voucher can be used only once so we can reward our customers with really attractive offers without the financial exposure that can be a huge risk with digital voucher distribution, as other companies have found to their cost, ” said Richard Smuts, Advertising and Communications Manager for Wild Bean Café.
The promotion is being run online, through banners ads on sites such as Multimap.com and theAA.com, through promotions on Heart FM and via posters in store and on BP Connect forecourts.
“BP’s first mobile voucher campaign represents a significant step for the industry. It will allow BP to create special offers and to deliver them to targeted consumer segments in the form of mobile vouchers,” said David Barker, Managing Director, Enpocket.” We’ve teamed up with i-movo as their solution is fast to deploy and uses existing credit card terminal infrastructure, so there is no requirement for additional capital investment.”
David Tymm, CEO for i-movo Limited said: “BP Retail knows that to stay ahead of competition requires constant product innovation and new ways to deliver real value to customers. i-movo is delighted to be part of this ground-breaking campaign which creates a new reference standard for secure mobile marketing the world over.”
Although the first campaign is focused on south east England and central Scotland, the Enpocket and i-movo’s system is now set up to so it can enable nationwide campaigns for BP and its partners across all BP sites in the UK. The secure mobile voucher scheme has the largest footprint in the world, with 1,000 enabled retail outlets.