Saturday 14 December 2013

IronmongeryDirect Targets Tradesmen with new Mobile Marketing Campaign

The UK’s largest supplier of ironmongery products has launched a new mobile marketing campaign to promote its latest app to tradesmen on the go.

IronmongeryDirect is targeting tradesmen who need to place orders on the move and the campaign builds on its already successful app, which was launched earlier this year so customers could view and purchase its range of products on their phones.

The highly targeted SMS-based campaign provides two separate offers, with the first designed to encourage free downloads of the app from the Apple App Store and Google Play. Customers who download the app are entitled to 25 per cent off their first order, which they can make after browsing through some of the 14,500 items sold by IronmongeryDirect.

The second offer invites customers to register and be sent £50 worth of vouchers via email, which can then be spent on IronmongeryDirect products.

IronmongeryDirect has partnered with leading mobile marketing company The Mobile House to help facilitate the campaign, and both offers have been sent out as targeted texts to existing and potential customers including DIY enthusiasts, tradesmen and people who have recently moved house.

The campaign has already proved to be a hit, with around 75,000 texts sent out and a 3.3 per cent click-through rate. IronmongeryDirect’s app has also soared up the Apple business app charts, far exceeding expectations.

Stuart Wilson, marketing director at Ironmongery Direct, said: 
“We have long been known as an innovative and technologically advanced business and we launched our app in April to cater for the evolving needs of our customers who can now access our products via their phones.

“We are delighted with the results we’ve seen from this initial campaign and are looking at ways to incorporate mobile generally and SMS specifically into our wider marketing strategy for next year.”

Ironmongery Direct, Scimitar Park, Basildon, Essex, SS13 1ND

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