Posted by gwessels on 07 JULY 2008 at
7 July, 2008: An interesting new concept is currently being tested by One Digital Media (ODM) in partnership with Mobilitrix in SUPERSPAR stores in South Africa: Mobile Vouchering.
This form of digital marketing is yet another ground breaking initiative from the company that is a leader in the digital retail signage space in South Africa. Mobile vouchering cuts right through the paper trail by delivering vouchers to shoppers on their cell phone, whilst in-store, to be redeemed at the till.
ODM is the leading player of digital marketing in SA retail outlets, with over 5000 screens in place country wide. They are the sole digital signage provider for the SPAR group & have rolled out in-store digital LCD displays across 134 SUPERSPAR stores across South Africa.
Mobilitrix, One Digital Media, and SUPERSPAR are testing the market to demonstrate the efficiency and ease-of-use of digital and mobile marketing including, mobile vouchers and coupons. These various test results, with different brand owners, will then be used to implement a successful national rollout of mobile vouchers and related in-store digital marketing solutions. The test campaign used three brands in SPAR and one brand in Tops liquor outlets as the “SMS and Save” trial group. The concept is simple.
As consumers enter the SPAR, an eyecatching ODM screen advertising products on special is one of the first things one sees. “SMS and save” is highly visible, pops up regularly and fills the screen.
Responding immediately to the short and sharp video footage leads to an SMS voucher that pops into your inbox and when you get to the till, the cashier enters the code, much like any voucher system and the discount is given.
Hanging from the ceiling round the entire Spar, the 17 " screens are visible with each showing different content according to where they are placed, but all promoting the SMS and Save campaign. As shoppers meander down the aisles focused on products, they come literally eye to eye with smaller screens the size of a standard book attached to the product shelves. These screens display advertising information relating to the product on shelf directly behind them.
The video and flash footage is eye-catching and especially imperative in terms of brand reinforcement, being flanked by the specific product being advertised. The footage is short, sharp and to the point and incorporated is the message: SMS this word to this number and get, for instance, R5 off the product… immediately.
And that is literally how it works. An SMS with a voucher number pops into your inbox and the cashier enters the code. As long as the discount is more than the cost of a standard SMS it is a time saving, cost saving, easy to use system.
In South Africa 35 million people out of a population of 43 million are mobile phone users. Communication and information-on-demand is the name of the game.
ODM has partnered with Mobilitrix to implement this test, and through Mobilitrix’s real-time tracking system, are able to provide clients with valuable campaign feedback. “Brand owners will be able to receive info such as, how many customers used the vouchers, which stores redeemed the most vouchers and what times/days was the product purchase made, which will allow for more effective & customer focused in-store campaigns,” says Mike Bosman, CEO of One Digital.
Chris Rolfe, CEO of Mobilitrix adds that “the mobile vouchering system is a great addition to the in-store communication opportunities that digital signage already offers & increases the effectiveness of consumer response to promo’s & competitions.”
“In fact, as a result of this successful trial we are looking to create an environment where other brands can come and test the mobile voucher platform that we have created with ODM and Spar. This is going to be an ongoing process while we build up an inventory of learnings and brand experiences,” expands Chris.
Research International found that ODM’s in-store signage has the potential to increase an advertised brand’s sales by 29.6% when noticed by a consumer.
“So far we have tested the campaign with Clover Ultra Mel Custard, Wellingtons Sweet & Sour Sauce, Wellingtons Chutney and Spar White Sugar in the SUPERSPAR, and the Smirnoff Storm 6 pack in Tops.” Says Dale Rautenbach the Manager of the SUPERSPAR in Stellenbosch. “The screens really make the store look great and the discounts offered by the brands are excellent. Customers got a R12 discount off the Smirnoff Storm 6 pack by sending one simple sms,” he enthuses.
It seems that the way forward for advertising is getting more and more digital and ever more accessible by the day. I wonder when holograms will become the latest in shop window mannequins?
