SMS campaign showcases 5% website conversion rate while boosting
average sale value by 6%
the UK’s leading gift experience provider, has successfully run a
seasonal SMS trial campaign with OpenMarket,
the global leader in enterprise mobile engagement. The campaign provided
an additional channel of consumer engagement beyond the retailer’s
existing marketing activities, boasting a 5% website conversion rate
with a 6% increase in average transaction value.
“In today’s competitive retail environment, it’s important to stand out
from other businesses and engage with your customers across the channels
they want,” said Claire Gostling, Group CRM Manager, Buyagift. “We’ve
seen how mobile is becoming the central component of many people’s
shopping habits, so we wanted to incorporate SMS to a greater degree in
our customer experience. Working with a mobile messaging expert like
OpenMarket has made running the campaign a very smooth process with huge
success. We’re looking forward to developing more mobile messaging
programmes in the future.”
Buyagift.com used OpenMarket’s Mobile
Engagement Platform to support the mobile marketing campaign. In the
past, the retailer had used traditional email outreach for its marketing
activities, so adding the element of mobile was a new practice for the
company. Buyagift.com was able to leverage OpenMarket’s mobile messaging
expertise to better incentivise and encourage repeat purchases with its
Buyagift.com’s programme ran over Black Friday weekend (26-30 November
2015) with two SMS messaging campaigns running one week apart. Customers
received one of two text messages, based on their past purchases: the
first message offered a discount at checkout, and the second one
advertised a promotion on a specific product. The SMS messages included
shortlinks directly to the Buyagift.com website for quick conversion.
The addition of a dedicated mobile element to its traditional outreach
efforts in the shape of the SMS marketing campaign generated real
results for Buyagift.com, with a 5% conversion rate to purchase from
those visiting the site after receiving an SMS. In addition, out of
those who made a purchase after receiving a text message, the average
value of each purchase was 6% greater than those contacted via email.
“Many retailers naturally default to email in their marketing
communications, but the reality is, it’s not always the most effective
method,” said Paul Murphy, EMEA Commercial Director for OpenMarket. “In
terms of reach, SMS can’t be beat. It also boasts far superior open
rates than email with over 95%1 compared to around 21%2
for email. By implementing mobile messaging in its marketing strategy,
Buyagift.com is moving closer to the omni-channel approach of
convenience and ease of use, which is so popular with the modern
Following this initial campaign, Buyagift.com is expanding its mobile
database with a view to increase the reach of future SMS programmes.
OpenMarket, a division of Amdocs, helps enterprises use mobile to
transform their business. OpenMarket provides mobile engagement
solutions for organizations to optimize their operations and enhance
relationships with their customers and employees. Major enterprises
choose OpenMarket for our domain expertise, service flexibility,
demonstrated performance and reliability, global scale, and corporate
maturity. We provide smart, interactive connectivity to more than 200
countries, enabling businesses to engage with nearly every mobile user
around the world. Our clients trust us to power their mobile business.
For more information, visit www.openmarket.com.
Amdocs is the market leader in customer experience software solutions
and services for the world’s largest communications, entertainment and
media service providers. Its portfolio powers The New World of Customer
Experience™, where a wide array of innovative and personalized services
is delivered seamlessly to end users, regardless of device or network.
For more than 30 years, Amdocs solutions, which include BSS, OSS,
network control and optimization, coupled with professional and managed
services, have accelerated business value for its customers by
streamlining complex operating environments, reducing costs and speeding
time to market for new products and services. Amdocs and its more than
24,000 employees serve customers in over 90 countries. Listed on the
NASDAQ Global Select Market, Amdocs had revenue of $3.6 billion in
Amdocs: Embrace Challenge, Experience Success.
For more information, visit Amdocs at www.amdocs.com.
Amdocs’ Forward-Looking Statement
This press release includes information that constitutes
forward-looking statements made pursuant to the safe harbor provision of
the Private Securities Litigation Reform Act of 1995, including
statements about Amdocs’ growth and business results in future quarters.
Although we believe the expectations reflected in such forward-looking
statements are based upon reasonable assumptions, we can give no
assurance that our expectations will be obtained or that any deviations
will not be material. Such statements involve risks and uncertainties
that may cause future results to differ from those anticipated. These
risks include, but are not limited to, the effects of general economic
conditions, Amdocs’ ability to grow in the business markets that it
serves, Amdocs’ ability to successfully integrate acquired businesses,
adverse effects of market competition, rapid technological shifts that
may render the Company’s products and services obsolete, potential loss
of a major customer, our ability to develop long-term relationships with
our customers, and risks associated with operating businesses in the
international market. Amdocs may elect to update these forward-looking
statements at some point in the future; however, the Company
specifically disclaims any obligation to do so. These and other
risks are discussed at greater length in the Company’s filings with the
Securities and Exchange Commission, including in our Annual Report on
Form 20-F for the fiscal year ended September 30, 2015 filed on December
10, 2015 and our quarterly 6-K form furnished on February 16, 2016.
Buyagift.com is the UK’s leading online provider of gifts and
experiences, and offers over 5,000 unique and exciting gift ideas for
all occasions. For more information, visit www.buyagift.com.
1 According to Frost & Sullivan.
2 “Email Marketing Benchmarks”, MailChimp, March 2016.
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