CASE STUDY

SEE HOW A LEADING ONLINE RETAILER GROWS THEIR REVENUES WITH MOBIT
SMS MESSAGING AND MARKETING


"We had discontinued text marketing quite some time ago and moved to email marketing for our weekly and monthly special promotions. We were introduced to MOBIT and that's when everything changed. Whilst our email rates continue to drop along with diminishing returns, MOBIT generated open rates of 52% during the first week and over $1,000,000 of sales during the five day campaign. It was the most successful mobile campaign we have ever run. What more can be said but wow!"

 Nicky Smith
Marketing Manager

 


$1,000,000 online sales in 5 days using
mobit sms marketing

THE CHALLENGE

Home Direct: New Zealand’s leading direct selling retailer wanted to let customers know in a timely and cost-effective way that they were pre-approved for Hire Purchase, and that new shopping options were available. From research, over 75% of their customers did not receive their marketing emails and of the balance, most read their emails 3 – 4 days after receipt. 

Only 1 - 3 % would click through on promotional offers. What made this especially challenging was that their customers are pre-approved based on their individual credit history, which is updated daily. Therefore time was of the essence and the copy needed to vary dependent on pre-approval level and account profile. Email was just not able to meet this need.

THE SOLUTION

For the ' Pre-approved' campaign, a personalized MOBIT message was sent to the Home Direct ‘opt in’ list (clients that had already given permission for Home Direct to market offers to their cellphones). The recipient received the MOBIT SMS message and landing page link which contained their name in the message greeting along with their 'real time' hire purchase pre-approval limit from Home Directs CRM system. 

The mobile landing page incorporated a special sign-up offer for shopping online and presented a range of products they could purchase at that their pre-approval HP level. From their personalized landing page, the client could click 'SHOP NOW' and go directly to the product sales page and check out, or select 'CALL NOW' which would automatically call the Home Direct sales team at the call center.


MOBIT broadcast SMS and landing page campaign to customers

LEAD GENERATION STRATEGY 

The Opt in Process

Home Direct use specific 'opt in' messaging for email and mobile when a new client subscribes for their service. Mobile differs, insofar as they clearly outline the the number of messages the user may expect to receive from Home Direct each month. 

The client receives a one-time special promotion to 'Opt in' to the Home Direct Mobile channel and receives other special offers from time to time that are only available to mobile subscribers

 

THE RESULT

The results from the one-week promotion were astounding. Over NZ$1,000,000 (US $800,000) of sales were booked online and via the call center that were directly attributable to the MOBIT campaign. 

"MOBIT made all of this just so easy, and the best part of all was the tracking and reporting capability. We were able to measure open rates, click response on all buttons (even the call number), and track these back to the customers purchase on the day for the campaign. The results were astounding. MOBIT was the most successful marketing campaign we have ever run, including email".

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