MAIDENHEAD, UNITED KINGDOM -- (Marketwired) -- 06/17/13 -- SDL (LSE: SDL) client Tabcorp has won a 2013 Channel Innovation Award from Retail TouchPoints by using the SDL Intelligent Marketing Suite to integrate mobile directly into its overall multi-channel marketing strategy.
Today's retailers must create a consistent and engaging cross-channel experience to remain competitive. Smart marketers also know that their channel strategies must include social and mobile capabilities to be successful. SDL was chosen by Tabcorp because the flexibility and breadth of the solution enabled the company to send integrated, just-in-time campaigns to its critical revenue generating events.
Tabcorp is the Australian wagering market leader operating totalisator and fixed odds wagering in Victoria and New South Wales. It has approximately 2,900 agencies and licensed venues under the TAB brand and is also present nationally through www.tab.com.au.
Retail TouchPoints recognized Tabcorp for its cross-channel marketing campaigns, particularly its mobile strategy, around the Melbourne Cup in 2012. As part of the eight-day Melbourne Cup Week, Tabcorp introduced a mobile registration and dedicated mobile CRM program for the first time.
New customers acquired by Tabcorp during Cup Week made 59 per cent of their bets and spent 60 per cent of their turnover through mobile products including .mobi, native apps and tablets. Tabcorp was also able to capture valuable data through the mobile channel and begin to grow a previously untapped customer segment that prefers mobile devices and uses mobile as a primary purchase channel.
"We recognized that tapping into a new, younger demographic required the ability to reach them where they are - on their mobile phones," said Oliver Watkins, Head of CRM and Consumer Analytics, Tabcorp. "The ability to quickly adapt to unexpected mobile-specific behaviors of these customers, such as the propensity to make smaller bets or to quickly move to another provider, was also critical. Working with SDL we were better able to respond and accommodate these unique customer behaviours and preferences."
The Tabcorp solution combined SDL Intelligent Marketing Suite with the Dynmark mobile messaging platform which enabled them to integrate mobile into their overall multi-channel marketing strategy.
"This campaign is a great example of how embracing the new reality around mobile can be a successful way to enhance customer engagement and, in turn, make significant sales gains," said Bob Hale, CEO of the SDL Campaign Management & Analytics Division. "This award is further validation of our commitment to enable brands to apply mobile intelligence across the entire customer lifecycle and deliver compelling customer experiences when it matters most."
The Retail TouchPoints Channel Innovation Awards recognize retailers who use creativity and innovation to present a unified channel front to shoppers.
SDL enables global businesses to enrich their customers' experience through the entire customer journey. SDL's technology and services help brands to predict what their customers want and engage with them across multiple languages, cultures, channels and devices.
SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. 42 out of the top 50 brands work with SDL. For more information, visit www.sdl.com.
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