Market Sector: Telecommunications
Customer: The Carphone Warehouse
Campaign: ‘A Better Mobile Life’
As a key business objective, The Carphone Warehouse wanted to invest in building relationships with new and upgrade customers post purchase. To reinforce their unique position as the UK’s leading mobile phone provider, they wanted to go further than generic ‘personalisation’ and make contact with true, one-to-one individualisation.
Inc Direct developed a ‘just in time’ communication that could vary text, images, tables, prices, products, advertising and accessories – all focusing on the customer’s individual preferences.
The entire booklet is created using Personalisation+, with 90 variables resulting in over 25,000,000 possible permutations – it’s currently the most sophisticated application being produced anywhere in the world. From the data collected at the point of purchase, the booklet is completely tailored and personalised to the individual customer – handset make & model, features (text, messaging, blue tooth etc.), tariff information, billing information, insurance offers and so forth.
Additionally, each booklet provides the customer with their own unique, personal URL (PURL), offering them remote real-time access to an online version of their information.
