Retail Solutions - Blockbuster gets mobile with text marketing push

Home entertainment specialist Blockbuster has kicked off a mobile CRM strategy with messaging specialist Mkodo to offer discounts, competitions and news to customers via mobile phone.

The retailer is targeting the games-playing segment of its customer base by sending text messages containing cheats and tips. Meanwhile, movie buffs will be given the chance to enter competitions, with a year's free rental on offer for the most active customers.

According to the supplier, Blockbuster's response rate has doubled every month since it commenced the project.

Blockbuster UK commercial vice-president Steve Foulser said: 'We have seen participation grow with each new activity. Developing a mobile strategy enables us to extend our customer relationship management programme and open up new communications channels.'