Test launch using a mobile survey and retail vouchers & coupons

Objective

To assess the potential of the Go110 mobile phone app.

Brief

Go110 is an interactive business directory, available via a mobile phone app, where consumers can find contact details, maps, navigation and specials from companies, products and events in real time. As part of their launch, Go110 executed a test launch over 10 days in July 2011 to introduce the app to consumers at the Canal Walk shopping centre in Cape Town.

Solution

Mobilitrix partnered with Go110 to gather consumer information and incentivise consumers with appealing mobile vouchers and coupons from participating Canal Walk retailers.

• The special offers were accessed by clicking on a banner at the top of each Go110 screen page.
• To qualify for the offers from the four participating retailers, participants were requested to first complete a mobile survey.
• Upon successful completion of the survey, a mobile voucher was sent via SMS to their phone.
• The vouchers and coupons were redeemable at point of sale during the launch.

Results

• The average redemption rate was 16% across all four retailers, with the highest being Kauai at 32%.
• 47% of users opted in to receive further promotional offers.