News / Press Releases

M&S takes up mobile marketing

Source: www.mad.co.uk (07 August 2008)
http://www.mad.co.uk

Marks & Spencer has appointed mobile marketing agency Incentivated to launch a "Back To School" campaign.

Incentivated will also help the retailer use mobile for its customer relationship management programme.

The Back To School campaign invites customers to text keywords to a dedicated shortcode and they will then receive a bounce back text message with a link to the M&S back To School mobile internet site. The keywords and code will appear in national press and magazine advertising.

The mobile suite has been designed and hosted by Incentivated and features school uniforms for boys and girls with photos and prices. Customers who reply with their email address receive a branded email carrying voucher codes that allow a discount when buying online.

M&S will also use mobile to support its customer loyalty scheme. Personalised emails will carry banner links to a web registration page where customers can sign up for ma maximum of three SMS alerts for product news and offers over any two month period.

The retailer is currently trialling branded goods, such as Marmite, in 19 stores. Director of food Steve Esom was recently ousted after the company saw a sharp decline in food sales.

Incentivated's client base includes British Airways, Jaguar and Mars Petcare.