Crown harness mobile location technology
Mobile marketing allows a brand to reach the consumer on the move in a non-intrusive and convenient way, more companies are employing it as part of their marketing strategy.
Crown, whose main customer base are painters and decorators have until recently had a problem they were unable to solve. As their customers are rarely in one place for a long period of time, they may not know where their nearest Crown Decorator Centre is located. Crown needed an easy and convenient way of allowing the customer find their nearest centre while they are mobile. The answer lay in Radius ? a platform designed by Wapfly Ltd with exactly this kind of predicament in mind.
It works in a fairly simple way; the customer can text CROWN to 87766. The Radius platform then detects where exactly in the country the mobile user is and then responds with a text message telling the customer the location of the nearest Crown Decorator Centre. An option is also available for the customer to then phone the branch directly in order to check or pre order stock.
David Hague, Technical Director of Wapfly says "This type of technology has the potential to drastically alter the way that we communicate with customers, allowing businesses to reach the customer directly and fine tune any marketing specifically to them. There is also the opportunity to generate extra revenue from this form of marketing, though Crown chose to charge their customers nothing for the service. The only cost to the customer is the price of the text message."
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