Migros, the pioneer of the retail sector in Turkey, has launched MoneyMobile (the first holistic co-marketing between a GSM operator and retailer) in 2011, to support its MoneyClub loyalty program that reached 1/3 of Turkish households. To enhance this program, Migros MyWorld SMS Package is designed with the aim of establishing substantial and continous communication with Migros customers, and reach maximum “housewifes”, who are the best customers of Migros. It’s a thoroughly new tool in terms of building consistent engagement loyalty. The concept here can be defined as mobile community club management since the brand itself determines the frequency, the channel and the content of the communication with its existing and potential customers. The package runs on a subscription base. Our subscribers who are interested in the package, free of charge opt-in the package by sending a certain keyword to a 4-digit short-number.

MoneyWorld, which is free of charge (sponsored by Migros – another pioneer) gives daily tips about books,music, dining, events, etc aiming to increase the quality of life, informs about promotions and campaigns in Migros and presents mobile coupons to redeem on Migros.This project has started with the idea of creating a new communication tool which delivers customers a benefit by providing them with useful content for shopping as well as giving them information about new promotions and campaigns. While customers are kept update with news from Migros, the brand itself assures a certain level of customer base and a cost-savvy advertising tool.Migros preferred to touch its (potential) customers with text-based channel SMS. The frequency of communication is set to 2 times a day. Our subscribers who want to receive textmessages from Migros texted the keyword BENIM to the short-number 8642. The text messages consist of 2 main parts. In the first part the content is delivered whereas Migros’ campaigns and promotions are placed within the following part. The content part is about daily tips. The advertising part informs the customers about Migros’ recent promotions. In this part, there may also be a URL placed.By clicking the URL, subscribers get detailed text and visual information and also Migros’ advertisement.Launch date of the service is December 2011. The package subscription reached to 62 K in 4 months and the coupon usage ratio exceeded 10% where the expectations are raised to higher limits where the package content has been personalized recently based on the location of the customers.