By texting “IKEA1″, customers can join “Ikea Mobile” where they can receive mobile coupons that can be redeemed and scanned at stores using bCode MediaPlane technology. While brands are generally happy with the 1% to 2% response rate for offers, bCode coupons have had 10 to 45% of its text messages redeemed at the Ikea location, per the company.

Such texts will eventually become a nuisance to customers, said Bruce Temkin, principal analyst, customer experience, Forrester Research, Cambridge, Mass. “The e-world is filled with these can’t miss [marketing technologies] that everyone falls in love because they are new,” he said. “Am I really going to go out of my way for what is essentially spam? Just because you put a discount on spam, doesn’t mean you are going to act on it.”

Even though Bruce Temkin of Forrester Research feels that mobile texting will eventually become a nuisance to customers, there are still companies interested. Alloy and Real Content Group have also looked to use the technology in urban settings.

I feel that text messaging will work depending on who your customers are. Those in the 18-34 range are more likely to be texting and are already use to being bombarded with thousands of advertisements on a daily basis.

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Tags: Customer Experience, discounts, Ikea, mobile texting, rewards

This entry was posted on Monday, July 7th, 2008 at 4:55 pm and is filed under Brand Loyalty, Customer Experience, customer service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.