Eighteen months since the launch of The Foschini Group's Rewards & More loyalty program, they wanted to conduct some research on the people who had signed up for the program.
With USSD being such an excellent medium for data enrichment, Techsys built a campaign using this platform.
What exactly is USSD? Short for Unstructured Supplementary Services Data, USSD
is a high-speed session based, interactive communication between a subscriber and an application.
Massive benefits of the platform is that it can be accessed by 99% of all handsets (all GSM enabled devices), and does not require access to the WWW.
Furthermore, USSD is a low cost (20 cents per 20 seconds) and high reach service channel. It is best suited to facilitating competitions or receiving quantitative feedback through the use of multiple choice questions and a Likert scale.
The Rewards and More consumer database was split into four groups with each group receiving a different set of questions. The consumer's incentive? A guaranteed R10 airtime voucher!
This campaign aided The Foschini Group in gleaning a holistic understanding of their Rewards and More target audience.