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Borders redeemed by mobile
Tim Green May 25 2007, 5:15pm
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Book and music retailer Borders says mobile coupons, created by agency Magnet Harlequin, contributed 15 per cent of the sales generated by email marketing since launch.
The mobile coupons were recently made available to Borders 480,000 strong customer database in the UK as an alternative cutting them out of a printed newsletter and taking them in-store. 69 per cent of respondents said yes to receiving mobile vouchers. One offer in particular achieved a 19 per cent redemption via mobile, double that of the printed voucher alternative.
Scott Seaborn, head of technology at Magnet Harlequin, said: “One of our key tenets for retail and mobile is to drive footfall and we knew that a high profile, innovative retailer like Borders would be able to make the most of mobile marketing as a way of bringing consumers in store.”
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