Customer engagement through mobile phone offers is prolific in Indonesia.
In a three month trial involving TheTMSway, Matahari Food Business and Brand Loyalty between October and December, shoppers were invited to interact with in-store marketing promotions.
Using a simple TMS short code (ARZBERG 2012), the consumer simply visited their browser and interacted ‘there and then’. The solution was integrated on-shelf, on window, and inside marketing displays throughout all more than 90 participating stores (foodmart and hypermart).
By visiting TMS search on their mobile and entering the TMS short code, each consumer immediately landed to an optimised and personalised Matahari mobile site from which they participated in a competition.
TMS Search is a search technology devised with an algorithm which enables retailers to determine, in real time (using different parameters), which offer to provide each consumer when they connect and engage with a brand using a TMS short code on their mobile.
Of all consumers that interacted with the mobile campaign, more than 10 per cent of them converted and registered their personal details. Today, the Matahari Food Business has access to a data base of unique ‘opt in’ consumer data, including name, age, gender, email and/or mobile.
The trial showed the willingness of the consumer to forward and recommend the mobile competition to their friends, via social media. The TMS analytics platform tracked the postings to social networks from the Matahari mobile site, which generated an impressive 600,000 plus reach on Facebook feeds. It also revealed that consumers will recommend services to their friends on mobile if it is both attractive and easy to do.
“It is very heartening to know that this mobile campaign has generated much noise in our stores and via social media. It has definitely proven to provide our customers a unique shopping experience, and it will be interesting to explore how we can continue to create consumer engagement via such technology,’’ said Meshvara Kanjaya, marketing and merchandising director of Matahari Food Business.
The trial also discovered that Indonesian shoppers were highly responsive towards the retailer’s mobile offer and recorded an 80 per cent engagement from a total of more than 1000 of interactions per day during the campaign.
