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Some 10.000 SHOP SCAN SAVE® redemption points are off licenses. The first alcoholic beverage brand to want to take advantage of this was Carling but naturally they wanted to comply with Portman guidelines.
Therefore it was necessary to ask the entire SHOP SCAN SAVE® club if they were 18 years old or over on the date of the campaign.
In order to get as many members a possible, we waited as long as possible before putting the question. The campaign manager was configured to process the keyword OVER and flag any member who texted that word in as being over 18. Only 24 hours before the campaign was due to go live, the following copy was sent to entire club of almost 30,000 active members.
“If u r 18 or over and would like to receive offers on beer, wine and spirits from SHOP SCAN SAVE® @ PayPoint, please reply OVER”
There was an immediate response to the question – within 2 hours over 3,500 members replied ‘OVER’, and within 25 hours that figure grew to 6,500 members who had responded indicating that they were aged 18 or over. This represented well above approximately 20% of the membership at the time of sending.
The marginal churn rates increased by only 0.5% indicating that a very small number of members felt this message was sufficiently intrusive and wanted to opt-out of the club. As the offer went out and members saw the strength of the deal, a further 1,300 members texted in unprompted, to confirm that they were over 18 years of age, bringing the total response rate to 26%.
To provide ongoing compliance with the Portman guidelines, new members joining SHOP SCAN SAVE® online must complete a drop – down box to confirm if they are aged 18 or over. This ensures that we have to ask an increasingly smaller proportion of members to confirm that they are old enough to receive offers on alcohol. The current level of Over 18 members is over 45%.
The higher figure is attributable to attracting new members using channels with an older target audience and ensuring that the Over 18 question is compulsory on the web form.
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Last Updated ( Wednesday, 03 March 2010 )
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