Outstanding interactive voucher results for Harveys sponsorship
17th April 2008
Harveys, the fully integrated sponsor of ITV’s Coronation Street, has revealed outstanding results from its interactive vouchering trial as a direct result of the association. Across the 13-day trial period, 30% of viewers who requested a voucher went on to redeem it in one of Harveys’ stores (this figure peaked on some days at 50% redemption).
The discount was advertised within Harveys’ dedicated sponsor area of Coronation Street’s interactive service (available in satellite homes via the red button), part of the overall sponsorship deal negotiated with SMV Plus. Viewers could text in to receive a unique eight-digit code which was then used to redeem against their purchases in store.
Eagle Eye Solutions (EES), world leader in voucher issue and redemption, created what is believed to be the world’s first TV-led interactive voucher campaign for Harveys. The service allowed Harveys to send vouchers to Coronation Street viewers via mobile as an SMS message.
EES Mobile Voucher Redemption System (MVRS) easily integrates with any EPOS, providing real-time reporting and tracking of all voucher campaigns, providing ITV Interactive Sales and Harveys with a dynamic insight into the campaign at any time.
Helen Vinken, Marketing Director at Harveys, the furniture store, commented: “ITV first brought Eagle Eye Solutions technology to us about six months ago and we have been waiting for a chance to fit it into our schedule. Now that we have, we are delighted with the result and will be looking to use these learnings to drive repeat purchase and other sales opportunities. The integration into our EPOS couldn’t have been easier, with no disruption at Point of Sale or problems with our IT systems. Staff also found it very easy to implement in store.”
Katherine Marlow, Interactive Sales Controller at ITV, added: “These are fantastic results for Harveys. We really believe that ITV’s ability to drive viewers directly in store, with full traceability, provides an unrivalled and powerful tool and we will continue to share these learnings with other key retail and brand partners. We have been working with Eagle Eye Solutions for about a year to perfect the delivery to our clients of all types of vouchering, and this has now paid off with such a great result.”
Steve Rothwell, CEO, Eagle Eye Solutions, said: “As providers of mobile technology to the retail environment, we are delighted with the Harveys delivery and result. As with all good ideas and technology, our Mobile Voucher Redemption platform is easy to apply to pretty much all types of EPOS, either sitting on top of a retailer’s software or integrated into it to provide full basket of goods reconciliation and tracking.
“We are currently working with a number of major retailers in both the UK and USA and have some very exciting breakthroughs to announce in the near future. There is no doubt that mobile marketing and the ability to track these types of promotions through EPOS solutions will provide advertisers and retailers with very powerful tools in the coming year. Mobile is coming of age, and not to be aware of what it can mean to you is to miss out on what I believe will soon be the standard of the high street.”
For more information, interviews or photography, please contact Stephen Green or Tim Banks at infomob Public Relations:
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