M&S markets on the mobile

Marks & Spencer has engaged mobile marketing agency Incentivated to launch its mobile ‘Back to School’ campaign, and to assist with its use of the medium for customer relationship management.

The ‘Back to School’ campaign invites customers to text keywords to a dedicated short-code, 65006. The shortcode and keywords appear in national press and magazines, allowing M&S to track enquiries generated by the respective media channels used.

Respondents then receive a ‘bounce back’ text message with a link to access the M&S ‘Back to School’ mobile internet site from their handsets.

The mobile internet site, designed and hosted by Incentivated, and built using its WAPsite publisher tool, features school uniforms for boys and girls, with photos and prices based on its brochures. Customers are also asked to reply with their email address in order to receive a branded email carrying the voucher codes for online redemption.