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Case Study: Zavvi

About Zavvi:

Zavvi is an online entertainment retail chain owned by the Hut Group.com Ltd. The brand is the UK’s third most popular online entertainment store, following only Amazon.co.uk and Play.com. Zavvi differentiates itself from competitors by marketing limited edition items to consumers.

Customer Objectives:

Zavvi contacted us as they wanted to build a mobile marketing database by allowing customers to opt-in by entering a competition. This data would then be used at a later time to market other similar products to those that were up for grabs in the competition.

Method:

Zavvi advertised a competition to win a limited edition steelbook by texting “ZAV” to 88440. We set up a certain configuration within the portal on this keyword so that an automated message was sent to the entrant to thank them for entering the competition and their number was auto-listed to a master contact list for future use, and a list titled “STEELBOOKS”. Therefore, if Zavvi decided to do a new competition for a different item, i.e. a vinyl, we could set up so that all the contacts replying to this competition would be entered in the “MASTER LIST” also and a separate list called “VINYLS”. Therefore the data is automatically segmented between those that are interested in Steelbooks and those that are interested in vinyl, along with all contacts belonging to a master list.

Outcome:

Zavvi was able to build up large master contact list of “opted-in” customers to which they could use for future SMS marketing campaigns. The campaign was so successful that the Hut Group approached us to make accounts for Zavvi’s sister sites ProBikeKit and Popinabox which used a similar method to grow a database to use for later marketing campaigns.