SMS campaign showcases 5% website conversion rate while boosting average sale value by 6%
London, UK — 9th March, 2016 — Buyagift.com, 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 customers.
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% compared to around 21% 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 consumer.”
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 fiscal 2015.
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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.
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 According to Frost & Sullivan.
“Email Marketing Benchmarks”, MailChimp, March 2016.