O2 Media Case Study
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The document discusses using location-based SMS marketing to drive customer engagement for various retailers. Examples are provided of campaigns run by McDonald's, Starbucks, Asda, Tesco, Sainsbury's, M&S, Coca-Cola, House of Fraser, Superdrug, and Tesco that targeted customers within a certain radius of store locations and provided offers to redeem in-store. The campaigns aimed to increase foot traffic, offer redemption rates, purchase intent, and brand recall for the retailers. Metrics like redemption rates and recall of messages are provided for some case studies to show the effectiveness of location-based messaging.
O2 Media Case Study
- 2. 22 Million O2 customers
- 3. 6.5m
- 4. We put the customer at the heart of our thinking 95% of all SMS messages are read within 3 minutes Mobile Squared events page – September 2011 “I get 2 to 3 offers a week… I actually want more” 91% of people said they were positive about receiving 3rd Ben, party messages via O2 O2 More Source: CSI Score Q3 2010
- 5. We put the customer at the heart of our thinking 95% of all SMS messages are read within 3 minutes Mobile Squared events page – September 2011 “I get 2 to 3 offers a week… I actually want more” 91% of people said they were positive about receiving 3rd Ben, party messages via O2 O2 More Source: CSI Score Q3 2010
- 6. Location messaging drives engagement McDonalds used location based messaging to encourage people to play Monopoly Triple Play promotion 54% went to McDonald’s post receipt
- 7. Starbucks case study • 14% redeemed the offer during the 3 month period • 93% recall of message. 23% said they • 1/3 said increased purchase intent would redeem • 77% positive rating for O2 More the offer
- 8. Summer Film Program Geo-targeting around selected UK Asda, Tesco & Sainsbury's Supermarket stores, 18+ YAH Campaign
- 9. Marks and Spencer case study Objective: • M&S wanted to drive customers in store to take up the 15% off clothing offer Solution: • O2 sent location based messages to customers within ½ a mile of any M&S store, providing the details of the offer and a code to redeem the offer • Customers were able to show the message in store with the code, to redeem the offer and staff at M&S were able to track redemptions.
- 10. The Co-operative Food/Coca Cola case study Objective: • Co-op wanted to inform customers of where their nearest store was and to drive customers in store to collect their free product • Coca Cola wanted to offer customers a free bottle of Dr Pepper on request after receiving the message Solution: • O2 sent location based messages to customers within ½ a mile of any Co-operative Food, providing the street address of their nearest Co-op and details of the free gift. • Customers were able to show their message in store to a member of staff to collect their free bottle of Dr Pepper.
- 11. The Co-operative Food – Mars promotion • Campaign start date - 14th September • MMS / SMS sent to targeted audience: Customers within 0.5 miles of a Co-op Food store
- 12. House of Fraser case study Objective: • House of Fraser wanted to drive customers in store to take up the £5 off £50 spend offer Solution: • O2 sent location based messages to customers within ½ a mile of any House of Fraser store providing the details of the offer and a code to redeem the offer • Customers were able to show the message in store with the code, to redeem the offer and staff at House of Fraser were able to track redemptions.
- 13. L’Oreal/Superdrug case study Objective: • To drive customers into Superdrug stores and take up the L’Oreal, two for one, offer Solution: • We sent an SMS to women aged 18 to 34 years old within 0.5 miles of a Superdrug with a Buy 1 get 1 free offer from L’Oreal • Customers could go in store to redeem the offer without using any redemption mechanic
- 14. Tesco case study – Location targeted Objective: • Tesco wanted to raise awareness of customers’ nearest Catalogue Shop or Order and Collect Store and to drive these customers in store to take up the offer of £5 off a £50 spend Solution: • O2 looked up all customer postcodes and selected those who lived within a 10 mile radius of one of the stores • Customers were sent an SMS detailing the offer and the street address of where their nearest store is