UK's RoadChef launches mobile loyalty scheme
In the UK, motorway service station chain RoadChef has chosen m-send and i-movo to provide technology to drive its 'It's on us' mobile phone-based loyalty programme, which offers regular customers a range of benefits via their mobile phone.
The initial campaign will invite customers to receive vouchers from RoadChef and its associated brand partners, which include Nestle and Coca-Cola, by sending an SMS message to a non-premium rate number and completing a registration form that enrols them to receive mobile vouchers over a 12 week period.
Incentives to join As an incentive, each customer signing up will have a chance to win a Widescreen Plasma TV. According to Chris Proud, head of marketing for RoadChef, "The programme enables us to interact with our customers to provide a more intuitive, branded experience at a time when they are most likely to be using our services. Extending our loyalty programme to mobiles ensures that customers will always have the latest vouchers or discounts with them, since people are rarely without their mobile phone."
M-send's technology automatically captures the member's phone number when they opt-in to the scheme. As an i-movo business partner, m-send issues a unique mobile voucher to each registered mobile phone, and this is tracked to provide management information relating to the campaign's success.
Relevance is key Chris Astle, managing director for m-send, said that many consumers are willing to interact with brands using their mobile phone, although every interaction needs to be meaningful and based on an ongoing dialogue that's not just a data acquisition exercise to try to improve sales.
RoadChef achieved this by offering mobile vouchers that support the typical purchase habits of its customers, and to create compelling reasons to stop at RoadChef service areas instead of one of the company's competitors.
The i-movo system tracks each voucher through to the point of purchase, which provides RoadChef with real-time campaign data and critical protection against fraudulent redemptions such as viral distribution. Unlike many other mobile-based programmes, the system does not need to display a barcode on the phone, and does not require software development for POS devices.