Web and mobile integration firm Roundpoint has developed an m-commerce site for Runner’s World at http://rwmobile.co.uk. The site includes a link to either a secure java application (for older phones) or a secure mobile website (for smartphones) to enable all Runner’s World customers to buy its branded book - Runner’s World Complete Guide to Running.
The site enables readers to buy the book from their phones and send details of it to their friends. The Hearst Corporation, which owns Runner’s World publisher, The National Magazine Company, has a strong track record in digital publishing and wanted to take advantage of mobile as an important new channel.
Roundpoint recommended a text messaging campaign to notify customers of the offer, giving Runner’s World an opportunity to engage personally with customers. Over 20,000 texts were sent, containing a mobile internet link, which, once clicked, gave information about the book, which sells for £9.99. Customers can simultaneously order a copy and fill in a mobile form to notify their friends of the offer.
“We are delighted to be selling (the) Runner’s World Complete Guide to Running via mobile phones, says direct marketing manager, Kate Thorniley-Walker. “We have already sold a Good Housekeeping recipe book via mobile, and by offering fulfilment by credit or debit card, we make it easy for customers to simultaneously complete an order and share the same opportunity with their friends. This text campaign has allowed us to reach our customers in a different and more personal way, and given them an easy means to take advantage of a great offer. The fact that Roundpoint’s m-commerce solution works over all phones allows us to reach all our customers, and not just those with smartphones.”