Ideal World Shopping use mkodo's SMS to drive transactions
Background
Ideal World Shopping wished to use mobile and SMS to assist in the promotion of their TV channel’s programming, individual lines of merchandise and build CRM on mobile for a substantial database of users.
Strategy & Implementation
mkodo's Intelligent Mobile Platform (IMP) was selected to provide the SMS route, handling and CRM functionality to support the services.
mkodo provide various routes for customers to interact with Ideal World - from SMS premium shortcodes, to free-to-receive-for-user shortcode access to MMS (picture messaging). The mkodo IMP delivers responses back to the customer tailored to the specific promotion and to the customer him/herself.
mkodo works with the Ideal World Shopping channel on the following activities:
- Broadcasts to segments of opted-in customer database prompting tune-in
- SMS Campaigns to promote new channel/programme strand awareness
- On-air premium rate SMS competitions at £1 tariff
- MMS (picture messaging) promotions
- SMS alerts for special offers and promotions
mkodo use only Grade 1 UK-network routes to ensure speedy delivery of all messages whether they are marketing, broadcast messages or SMS driven by an on-channel call-to-action.
Key Results
- Over 5K viewers respond to text-to-win competitions
- Substantial proportion of Ideal World customers happy-to-receive SMS communications
- Low unsubscribe rates for SMS Broadcasts (< 5%) shows that messages are of interest and provide value to customers
“mkodo were selected because their Intelligent Mobile Platform (IMP) is rich in tried and tested functionality ; this means they can fulfill all manner of mobile campaigns and services with rapid deployment and minimum fuss. They are experienced at working in a pressurised ‘to-air’ environment and understand the importance of a good customer experience. We are very happy to rely on them for our mobile service provision’. Phil Lewis, Marketing, Ideal World
