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m-send Enables Mobile Loyalty Scheme for RoadChef

Customers to receive free product vouchers via their mobile phone

m-send announced today that RoadChef, one of the biggest names in motorway services, has chosen m-send to provide the technology that will drive RoadChef’s campaign to allow customers to join ‘it’s on us’ m-loyalty scheme and receive benefits via their mobile phone.

The initial campaign will invite customers to receive vouchers from RoadChef and its associated brand partners, which include Nestle and Coca Cola, by sending a SMS text message to a non-premium rate service. By texting ROAD to 60066 and completing a registration form that makes them eligible to receive mobile vouchers over the twelve week period, each user also has a chance to win a Widescreen Plasma TV.

“m-send enables us to interact with our customers to provide a more intuitive, branded experience at a time when they are most likely to be using our services,” comments Chris Proud, Head of Marketing at RoadChef. “Extending our loyalty services to mobile ensures that customers will always have the latest vouchers or discounts with them, since people are rarely without their mobile phone. The simplicity of m-send’s system allows our customers to be in charge of what promotions they receive and because of the ‘always available’ nature of mobile phones, they can easily redeem their vouchers at any of RoadChef’s locations nationwide.”

m-send’s technology automatically captures the member’s phone number when they opt-in to the scheme.  As an i-movo Business Partner, m-send issues a unique mobile voucher to each registered mobile phone, this is tracked to provide key management information relating to the campaign’s success. i-movo offers a secure method to distribute cash-value vouchers to mobile phones using text messages

“RoadChef has shown leadership in understanding the importance of delivering value and mobile immediacy as part of its core marketing communications strategy,” says Chris Astle, Managing Director of m-send. “Many consumers are willing to interact with brands using their mobile, however each interaction needs to be meaningful and based on an on-going dialogue with each consumer and not purely a data acquisition exercise to try and improve sales. RoadChef has achieved this by offering mobile vouchers that support the typical purchase habits of their customers to create compelling reasons to stop at RoadChef, instead of one of their key competitor’s sites.”

“These are really attractive, “no-strings-attached” offers that RoadChef and their brand partners are making and it is critical that each voucher is not used more than once,” said David Tymm, CEO of i-movo. “Our system tracks each voucher through to the point-of-purchase.  This gives real-time campaign information to the m-send solution and total protection against viral distribution and over-redemption, which has cost many retailers dearly in recent months. Unlike failed attempts, this mobile loyalty scheme does not need to display a bar-code on the phone or require expensive software development at the Point-of-Sale.  Consequently, this scheme should prove very successful for RoadChef and m-send.”

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