The concept is that shortcode and keywords will appeal in the national press here in the UK, allowing M&S to track the response. All users then get a reply with a link to access the M&S ‘Back to School’ mobile site from their mobile. Smart. I can see this being used by a lot of mums.

The mobile internet site, designed and hosted by Incentivated, and built using its WAPsite publisher tool,
features school uniforms for boys and girls, with photos and prices based on its brochures. Customers are also asked to reply with their email address in order to receive a branded email carrying the voucher codes for online redemption.

Customers wanting to buy the Back to School range immediately can use the ‘click to call’ function on the mobile internet site, which connects them to the M&S Direct call centre. Customers can qualify for discounts by quoting the unique voucher reference numbers contained in the mobile internet site.

Alternatively, the unique voucher reference numbers can be used on www.marksandspencer.com for online discounts.

Excellent. I’m pleased to see big retailers dipping into the mobile medium and giving it decent support. I look forward to hearing how this performs. I reckon it’ll do well.