Phones4U

The Challenge

Phones4U, based in Newcastle-under-Lyme, Staffordshire, is the UK’s fastest growing independent mobile phone retailer.  Established in 1996, it has expanded across the UK and Northern Ireland, resulting in over 400 stores, and is still rapidly growing. The company prides itself on its excellent customer service, innovative advertising and unique in-store experience.

Phones4U were looking to incorporate the latest mobile SMS into their marketing campaigns, to communicate with their customers and utilise their existing client database.  They hadn’t used SMS in any previous marketing campaigns and wanted a new system that would prove to be personalised, targeted and responsive.

The Solution

In 2007, they turned to 2ergo for the solution, a highly interactive, web-based messaging service that allows organisations to create and send personalised messages to audiences ranging from hundreds to millions.
 
A test SMS campaign was developed which included trialling different types of messages to ensure they were highly personalised, targeted in terms of their frequency, delivered a call-to-action and generated high response volumes.The invaluable insight gained from the test campaign enabled the Phones4U team to develop accurately forecast call volumes, agent/resource allocation and call/sales forecasting.  It also led to 2ergo now managing a range of outbound SMS campaigns for Phones4U to existing and new customers to generate sales, for example:

• Recommend a friend ("send this message to a friend") - An incentivised SMS initiative which offers rewards if a friend signs up to a Phones4U contract.
• New handset out ("we can give you a great deal") - A message encouraging existing customers to sign up for a new handset/contract.
• You are an outdated customer ("please come back") – An SMS message offering incentives for lapsed customers to return to Phones4U.

The messages within each SMS are personalised to that person, and also have a customer reference number so that they can be quoted to the call centre.  The requirement was that all messages carried a call-to-action so that customers, after receiving a text message from Phone4U, would contact the call centre to discuss their contract.

The Results

• SMS is now integral to the Phones4U operation, with the company dispatching hundreds of thousands per month.
• Over 40 percent of all outbound messages to date have generated an inbound call.
• 2ergo have played a key role in the development and success of Phones4U’s SMS marketing campaign.
• 2ergo are considered to be a key business partner.