PredicTool : evaluation of a mobile marketing service from a user perspective

The focus of this test was a mobile marketing service that presented personalized offers to the customer. The service had three different channels for communication with the customer, a webpage, a kiosk in the store and SMS through their mobile phones. The campaigns in the kiosk and at the webpage were pull-campaigns meaning that the customers could look and download pre-definied coupons to their mobile phones. During the test period 10-15 offers has been available every week in the kiosk and at the webpage. The campaigns over SMS were push-campaigns where the customer got offers related to their personal profile without having to do anything. The offers over SMS have been sent, at the most, once a week to each customer. 298 persons chose to be members in the mobile loyalty club during the test- period. After the test period, the test-pilots opinions have been collected through web-surveys and focus-group interviews. The evaluation showed that the overall opinion about the service and the communication channels it contains were that it was easy to use. The users were also positive to the opportunity to get offers via their mobile-phone, the kiosk and the Internet. The results also revealed important things to consider when using mobile marketing as well as ideas for future development of the service.