8 August 2008

Marks & Spencer (M&S) is working with mobile marketing agency Incentivated to launch its mobile back to school campaign and to assist with its customer relationship management.

The back to school campaign invites customers to text keywords to a dedicated short-code. The shortcode and keywords appear in national press and magazines, allowing M&S to track enquiries generated by the respective media channels used. Respondents then receive a bounce-back text message with a link to access M&S’ back to school mobile internet site from their handsets.

The mobile internet site, designed and hosted by Incentivated, and built using Microsoft C#.NET, features school uniforms for boys and girls, with photos and prices based on its brochures. Customers are also asked to reply with their email address in order to receive a branded email carrying the voucher codes for online redemption.

Customers wanting to buy the back to school range immediately can use the click to call function on the mobile internet site, which connects them to the M&S Direct call centre. Customers can qualify for discounts by quoting the unique voucher reference numbers contained in the mobile internet site.

The web registration form was also built and hosted by Incentivated. Jonathan Bass, managing director at the company, said: “Far from having free time off over the summer holidays, today’s parents tend to have their hands full keeping the children occupied, which leaves little time for buying school uniforms. This mobile service allows mums and dads to browse the M&S back to school ranges when they’re out and about, and the receive online discount vouchers which can be redeemed via mobile, or when they get a moment to access the PC.”