17th April 2008: It has been announced today that during the Harveys mobile voucher campaign Harveys experienced redemption rates more than 10 times the DM average.
Harveys, the fully integrated sponsor of ITV’s Coronation Street, has revealed outstanding results to its mobile vouchering trial as a direct result of the association. Across the 13 day trial period, 30% of viewers who requested a mobile voucher went on to redeem in one of Harveys stores (this figure peaked on some days to 50% redemption).
very easy to implement in store Helen Vinken, Marketing Director at Harveys
The discount was advertised within Harveys’ dedicated sponsor area of Coronation Street’s interactive service (available in Satellite homes via the Red button), part of the overall Sponsorship deal negotiated with SMV Plus. Viewers could text in to receive a unique 8-digit code which was then used to redeem against their purchases in storeEagle Eye Solutions (EES), world leader in voucher issue and redemption, created what is believed to be the world’s first TV-led, mobile voucher campaign for Harveys. The service allowed Harveys to send vouchers to Coronation Street viewers via mobile as an SMS message.
EES Mobile Voucher Redemption System (MVRS) easily integrates with any EPOS, providing real time reporting and tracking of all voucher campaigns, providing ITV Interactive Sales & Harveys with a dynamic insight into the campaign at anytime.
Helen Vinken, Marketing Director at Harveys, the furniture store commented: “ITV first brought Eagle Eye Solutions technology to us about six months ago and we have been waiting for a chance to fit it in to our schedule. Now we have, we are delighted with the result and will be looking to use these learnings to drive repeat purchase and other sales opportunities. The integration into our EPOS couldn’t have been easier, with no disruption at Point of Sale or problems with our IT systems. Staff also found it very easy to implement in store.”
Katherine Marlow, Interactive Sales Controller, added: “These are fantastic results for Harveys. We really believe that ITV’s ability to drive viewers directly in store, with full traceability provides it an unrivalled and powerful tool and we will continue to share these learnings with other key retail and brand partners. We have been working with Eagle Eye Solutions for about a year to perfect the delivery to our clients for all types of vouchering and this has now paid off with such a great result.”
Steve Rothwell, CEO Eagle Eye Solutions, said: “As providers of mobile technology to the retail environment, we are delighted with the Harveys delivery and result. As with all good ideas and technology, our Mobile Voucher Redemption platform is easy to apply to pretty much all types of EPOS, either sitting on top of a retailer’s software, or integrated into it to provide full basket of goods reconciliation and tracking.
“We are currently working with a number of major retailers in both the UK and USA and have some very exciting breakthroughs to announce in the near future. There is no doubt that mobile marketing and the ability to track these types of promotions through EPOS solutions will provide advertisers and retailers with very powerful tools in the coming year. Mobile is coming of age and not to be aware of what it can mean to you is to miss out on what I believe will soon be the standard of the high street.”
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About Eagle Eye Solutions
Eagle Eye Solutions was established in 2003 to take advantage of the new commercial opportunities presented by the saturation of mobile telephones both in the UK and globally.
Working with the likes of IBM and MasterCard, Eagle Eye Solutions skill in designing, developing and implementing mobile based, retail marketing solutions for both B2B and B2C audiences has helped it to become one of the leading suppliers of in the field of mobile vouchers technology.
www.eagleeyesolutions.co.uk