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Cellit Introduces Results of Year Long Study of QSR Mobile Marketing Programs

By Arvind Arora
TMCnet Contributor

Customer Relationship Management is a topic with rising interest and focus within the enterprises of all sizes. With growing adoption of CRM solutions in all market sectors, it is important to analyze and assess the impact of these products upon the overall business of the companies.

Cellit, a provider of mobile customer relationship management solutions that enable retailers, restaurants and enterprises to enhance their customer engagement through mobile based technologies, has announced the results of its yearlong study of around 9,000 mobile marketing campaigns that were conducted on behalf of 125 Quick Service Restaurant clients throughout the year 2011.

Leveraging the Cellit Studio campaign management platform offered by the company, its customers are able to introduce a range of interactive mobile CRM programs such as coupons, contests, games, surveys and alerts. These campaigns are helpful in informing, delighting and motivating customers apart from enhancing their knowledge, loyalty and spending habits. Enterprises can seamlessly integrate Cellit Studio with their existing Point Of Sale technology for tapping the maximum potential out of the mobile channel.

For carrying out the new study, the company analyzed its client data and derived a range of metrics and data-driven conclusions regarding the entire lifecycle of mobile marketing. Some of these results reveal important facts about the market, such as the most effective ways to acquire subscribers into a mobile text program and the most effective content for a QSR mobile program and the optimal timing and frequency for campaigns. The study will enable QSRs to utilize the medium of mobile marketing for maximum use, the company says.

The QSR clients that were surveyed during the study were found to have utilized a range of enhanced program for adding new mobile subscribers to their campaigns. Most of them are low cost and can be classified under four categories, which are on-premise, social media, advertising and refer-a-friend. Amongst all four, the efforts aiming at transforming the existing social media and email databases into potential customers through mobile phones was found to be the most successful program, while the one resulting in a more consistent growth in campaign adoption was the refer-a-friend program. Out of all the participant QSR clients that were analyzed by Cellit during the study, around 21 percent had participated in the refer-a-friend programs. Approximately six percent of all the friends referred by these clients were successfully converted into mobile subscribers for the campaigns.

In May 2011, Cellit revealed few tips for how gaming companies can design an effective mobile marketing campaign to achieve three goals: get the guest to the property, keep the guest at the property longer, and get the guest to return. The company said that it has analyzed more than 25 million text messages sent by various gaming operators and other companies to customers with the Cellit Studio technology platform to determine the keys to success of mobile marketing.