How do you distribute the right rewards to the right consumers?

Mobile rewards can be distributed intelligently by selectively targeting consumers with relevant rewards, based on their profiles and consumer insights generated through our mobile survey product. Consumers can also be rewarded for specific behaviour such as entering a competition or completing a mobile survey. The improved distribution is a key driver in ensuring higher redemption rates.

What media channels can I use to distribute rewards?

Mobile rewards can be distributed more widely using channels such as online, print, radio, TV, outdoor or direct advertising.

How long are mobile vouchers or coupons valid for?

The validity period depends on the specific terms and conditions of the campaign, which can be set at the beginning of the promotion and changed at any point in time as seen fit.

What type of campaigns can be implemented using mobile rewards?

The Mobilitrix range of CRM Loyalty & Reward products can be used intelligently across a variety of campaigns to meet your marketing objectives, such as:

• Generating sales
• Gaining new consumers
• Building opt-in databases
• Launching products
• Creating brand awareness
• Developing market insights
• Rewarding loyalty
• Product training
• Implementing viral campaigns

Can your mobile marketing products work as part of my existing marketing campaigns?

For best results a mobile marketing campaign should be integrated into different marketing channels and should not reside as a stand-alone opportunity. The beauty of the mobile phone is that it can engage with any advertising medium using SMS, WAP, USSD or mobile applications.

Who sets up and manages the campaigns?

Depending on your individual requirements, a campaign may be allocated a highly experienced account manager whose responsibility it will be to set up and run the campaign and provide ongoing support and service.

Can I set up and manage my own campaigns?

Mobilitrix provides clients with the option of using their proprietary online campaign management platform, available on www.mymobilitrix.com, which allows you to set up and manage your own campaigns.

What is mymobilitrix.com?

Mymobilitrix.com is a web-based portal through which you may access the Mobilitrix campaign management platform. Clients may use it to monitor and interact with their campaigns in real time. The portal offers various product functionalities, depending on the client’s requirements.

How are campaigns measured?

Campaign data is assessed on a daily basis using key metrics that are put in place together with our customers. Daily, weekly and monthly reports can be generated as required. A dashboard is also available on the Rewards Portal to help you keep track of the campaign.

What makes mobile vouchers & coupons more secure than paper-based ones?

Mobile vouchers & coupons are less subject to abuse as unique codes can be issued that are specific to a consumer’s mobile number. The rewards are validated in real-time and once used, the voucher or coupon number can be taken out of circulation.

Can mobile vouchers or coupons be transferred to someone else to redeem?

Mobile vouchers and coupons may be transferred to someone else as long as they have not already been redeemed. Clients may also allocate viral vouchers or coupons, which allow consumers to send it to a defined number of contacts.

What are the rules and parameters that can be set on mobile rewards?

The rules and parameters are unique to each campaign. Customers can set specific validity dates and times as well as specific stores based on their campaign requirements.

How do the redemption rates compare with paper based vouchers and coupons?

Typically, paper vouchers and coupons have on average a 2% redemption rate. Using more intelligent data and improved profiling, mobile campaigns can offer significantly higher redemption rates, typically in excess of 30% and sometimes as high as 75%.

How are retail mobile rewards redeemed?

When a consumer goes to a till point to pay, they will notify the cashier that they have a mobile voucher or coupon. One of two things may happen; they will either key in the unique voucher/coupon number on the PIN Pad or the cashier will key that number into the POS (point-of-sale).

Do all retailers accept mobile vouchers and coupons?

The number of participating retailers is constantly expanding and includes grocery, restaurants, entertainment and fashion. Mobilitrix will also work with clients to identify and collaborate with new retailers.

How are mobile retail rewards validated?

A mobile retail reward is validated in real-time at the POS (point-of-sale) in store. The POS connects via a switch to the issuer of the mobile reward to check the exact status of that voucher or coupon.

How do you know that the consumer has used the coupon to buy the right product or sku?

With mobile coupons there is no need to rely on staff to manually check if the correct item is in the basket at check out because the coupon is linked to a SKU/Product and relies on technical systems to confirm that the correct item is present in the basket, before the transaction is approved.

How does the retail reward settlement work?

The redemption of vouchers and coupons is captured automatically and fed through the system so reconciliation is a lot faster than paper-based alternatives. In this way settlement is made promptly as per campaign requirements.

How do you control the total number of redemptions?

The targeted number of redemptions can be set as part of your campaign parameters and the campaign can be closed immediately once the target has been reached.

What is consumer profiling?

A mobile campaign provides intelligent data, which allows clients to profile their consumers and track purchase behaviour.

Why is consumer profiling important?

The consumer data is used to compile their profile with the aim of increasing response and redemption rates. By getting to know your consumer better you can use the information to target them more effectively.

Where is the data stored?

All data is housed in a secure data warehouse.

Is the consumer’s data secure?

The consumer’s data is highly secure and systems are in place to ensure that the data cannot be compromised. All data is backed up daily. Further all systems comply with regulatory requirements such as the Consumer Protection Act and the Personal Information laws.

What sort of data can you collect?

Extensive consumer data is captured, filtered and analysed to generate meaningful insights and consumer profiles. Typically it can include where the voucher was distributed from (e.g. a specific billboard or print ad), to where the consumer used that voucher (including store ID, time, day and location).

What sort of data management support do you offer?

Consumer data is captured, filtered and analysed to generate meaningful insights and consumer profiles. These insights are shared with our customers and used to improve the targeting of subsequent offers and hence improve results.

What type of costs will I incur when implementing a mobile rewards campaign?

The costs are broken down into two categories: variable costs which will depend on the number of interactions, distribution and redemptions, as well as fixed costs such as campaign set-up, licensing, management and reporting requirements.

Does the consumer pay to receive or use a mobile reward?

The consumer does not pay to receive or use a mobile reward. The consumer will only pay for the SMS, USSD or data charges associated with interacting with a campaign. In certain cases, brands or retailers might send a mobile voucher or coupon directly to a consumer’s phone if they have opted-in to a mobile or marketing database, in which case the consumer is not charged.

Why are the mobile rewards delivered via SMS instead of MMS, 1D or 2D barcode format?

Mobile rewards are typically delivered by SMS using a numeric code. Rewards could be delivered in an MMS, 1D or 2D barcode format, however most retail point of sale (POS) systems cannot accept the more sophisticated 1D/2D formats which would require dedicated scanners at POS.

Are there any hardware or software requirements for retailers?

When the SMS format is used with a numeric coupon code, it can typically be captured into the POS without any hardware changes, although some software upgrades to the existing POS might be required. If a 1D or 2D barcode coupon is used, many retail stores in would require new hardware in the form of barcode scanners.

Do consumers need special phones to receive mobile rewards?

No, as the rewards are sent via SMS, even the most basic phones can receive rewards.

Do you need internet access on your phone to receive mobile rewards?

You don’t need internet access as the mobile vouchers and coupons are sent to your mobile phone as an SMS.

What are the common problems that one can expect?

Mobile vouchers and coupons are new in South Africa and possible problems could relate to:

• Technical systems linking the POS to the voucher issuer could be limited
• Poor staff training at POS creates confusion between retailer and the consumer
• The consumer's lack of knowledge about how to use the voucher or coupon

What happens if a consumer loses the mobile reward by deleting an SMS?

If a consumer accidentally deletes or loses their mobile voucher or coupon, it can be replaced by sending an SMS to receive a replacement, or via logging into a website. Consumers can also perform a status or balance enquiry.