Karen Millen, Mobile Gift Vouchers: Case Study
Introduction
Karen Millen’s core target customer is the mobile savvy 18-34 year old female, therefore it made sense when they were considering their voucher distribution strategy that mobile should be used.
Objectives
• Identify a new commercially sustainable revenue channel
• Maximise sales within the gift voucher purchasing trading periods
• Reduce both costs and their carbon footprint by saving on paper, postage and manual fulfilment
• Generate customer insight and knowledge
Solution
The existing Karen Millen EPoS system was configured by BT Expedite to integrate with Eagle Eye’s mobile gift voucher technology through a simple system software upgrade. Karen Millen then enabled the purchase of these gift vouchers directly through their existing website, offering mobile voucher issuance as an option at the customer point of purchase. Once the transaction is approved, the customer received an SMS message containing a unique PIN code, which was redeemed by entering it into the standard in-store Chip and PIN terminal.
Results
• Since Sept 2010, online mobile gift voucher sales outstrip paper version 3:1
• Return on initial investment took just 58 days
• Karen Millen mobile vouchers now extended through their B2B channels
• Customer insight gathered to develop mobile and wider marketing strategies
Eagle Eye is a world leader in mobile coupons and gift vouchers. Using our patented technology, we integrate with retailers' existing card terminals and EPoS systems to enable the secure distribution and in-store redemption of mobile coupons and gift vouchers. This provides a great customer experience, alongside key retailer benefits such as cost efficiency, customer engagement and intelligent, real-time CRM data.
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