MandMDirect.com has seen a six per cent sales conversion rate from mobile promotional campaigns over the last four months. Text messages were sent each month to the online fashion and sports retailer’s active customer base, driving them to the website with various offers.

The campaigns, created by mobile marketing agency Sponge, featured a wide range of offers where people were encouraged to buy products via discount codes that could be activated on the retailer’s website. “The results we’ve seen since working with Sponge are further evidence of the growing importance of mobile in retail,” says Jonathan Jones, head of UK marketing at MandMDirect.com. “Our customer base wants the best deals but doesn’t want to spend ages looking for them - by using text messages we’re able to give them relevant and timely offers such as free delivery, ensuring they can take advantage of promotions as and when they happen.”

The retailer is now considering broadening its range of mobile promotional mechanics - testing a wider variety of offers, techniques and tactics to understand what best drives response - and extending its current mobile marketing programme to overseas territories.

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