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KFC, have demonstrated the effectiveness of using mobile marketing as a means of driving increases in footfall and loyalty membership . Mobile coupon redemption rates averaged 13% with the addition of 6,000 new subscribers to their mobile loyalty programme.  Over a period of four weeks KFC sent 14,000 mobile coupons that were valid across 1500 outlets.
The programme formed a mobile channel component of KFC’s “Relief Plan” campaign that ran over four weeks with a different offer every week. Offers included a buy-one-get-one free, a percentage discount and a free low priced item such as a drink. A multichannel approach was adopted using other media to promote the mobile loyalty club . This included an email shot to a group of existing subscribers, as well as using in-store, online and other traditional media. KFC stores could track the success of each of the offers, as well as specific footfall patterns by outlet, during the campaign. In addition a post-campaign mobile survey , that achieved a 45% response rate, was sent to all participants in the programme to further enhance customer insight for future campaigns. Stefan Magnusson, CEO at Mobilize, commented “The fast-food market is hugely competitive with many alternative choices facing the consumer. Mobile loyalty programmes are increasingly seen as providing a new, lower cost and innovative channel for reaching and influencing a consumers purchasing preference. In our experience KFC’s success can be put down to using a multichannel promotion approach, compelling offers and a technology that enables data collection for ongoing and relevant engagement”. Mobilize Systems, as the leading Marketing Innovator in Retail for mobile loyalty, are holders of the key technology patent in this area in the UK.
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