25.06.2009
IKEA mobile campaigns average 5%-10% response rates
When IKEA Seattle launched a mobile loyalty program in June to build a database of people interested in receiving discounts, the home furnishing retailer never even imagined that 23,000 consumers would sign-up. The text-to-enter loyalty program is a means for IKEA to start a dialogue with interested consumers. BCode is powering the texted discounts and has found that there have been more than 15,000 offer redemptions to date. IKEA is one of the largest home furnishings retailers worldwide, with more than 275 stores in 36 countries. The key demographic of users is female ages 18-49, with a secondary demographic of families. Consumers love the BCode “iPhone-like” user experience and BCode claims that usability and user experience is key to consumer adoption and response rates. The company claims the campaigns average 5%-105 percent response rates. Specifically, the campaigns are sent out at times where the recipients are not in the store. This percentage shows the percentage of consumers that have been driven to visit the store as a result of the attractive mobile coupon offers.
Fonte: Mobile Marketer
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