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Incentivated launches mobile activity for M&S
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Marks & Spencer engaged mobile marketing agency Incentivated for the first time to launch its mobile 'Back to School' campaign, and to assist with its use of the medium for customer relationship management.

The Back to School campaign invited customers to text keywords, such as SCHOOL1 and SCHOOL2, to a dedicated short-code, 65006. The shortcode and keywords appeared in national press and magazines, allowing M&S to track enquiries generated by the respective media channels used.

Respondents then received a bounce-back text message with a link to access the M&S Back to School mobile internet site from their handsets.

The mobile internet site, designed and hosted by Incentivated, and built using its WAPsite publisher tool, features school uniforms for boys and girls, with photos and prices based on its brochures.

Customers were 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 could use the "click to call" function on the mobile internet site, which connects them to the M&S Direct call centre. Customers could qualify for discounts by quoting the unique voucher reference numbers contained in the mobile internet site. Alternatively, the unique voucher reference numbers could be used on www.marksandspencer.com for online discounts.

Separately, M&S is using mobile to support its customer loyalty scheme. Personalised emails carry banner links to a web registration page where customers can sign up to receive a maximum of three SMS alerts for product news and offers over any two-month period. The web registration form was also built and hosted by Incentivated.

Jonathan Bass, managing director at Incentivated, 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 then receive online discount vouchers which can be redeemed via mobile, or when they get a moment to access the PC."

September 15, 2008
 
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