LONDON, UK, <20.03.2005> Viral and Multi-Channel marketing service provider Responsewave ( launched two weeks ago a viral marketing campaign for retail shoe store chain Andiamo in Finland to increase the number of loyalty club members. In just two weeks the loyalty club membership has grown 75-fold. The campaign is scheduled to run for a total of four weeks.

Andiamo was aiming to increase the number of its loyalty club members with Resposewave’s Recommendation marketing campaign. Recommendation marketing is based on existing members proactively inviting their friends to join the loyalty club to share individual and mutual membership benefits.

Recommendation marketing works. In just two weeks the club membership has grown 75-fold and it has left Andiamo’s marketing manager Marja-Liisa Sandqvist with a handful of positive challenges. “Our loyalty club grew in 2 weeks over 7500%. We now need to quickly think new and exciting ways to accommodate and bring value to our new and existing members. The sheer number of new members acquired by Responsewave surprised us a little but thanks to Responsewave’s Recommendation Marketing technology our club grew to be one possibly the largest footwear related community in the Country. Now we are working together with Responsewave to develop experiences for our community”

Henrik Mandal Managing Director of Responsewave says: “The 75-fold increase in members is mind boggling. It is not the first time we have delivered such figures. We have now reached more than 6% of the population of the country and have almost 3% of the population as a member. Usually we experience that following up from our Recommendation marketing campaigns a small percentage between 5-9% of the new customers acquired defect. We actually prefer this because these “bargain hunters” will actually cost the company money in the long run. What we are looking at now is how to provide superior value and positive experiences to the remaining 90% plus members that are truly interested in the benefits and values of the loyalty club.”

The Recommendation marketing campaign is part of Andiamo’s long term strategy to bring more value to their audience of shoe-lovers. By establishing a dialogue with the customer and reaching them in their preferred channels, Andiamo is expecting to reach significant multi-channel synergies resulting in more footfall into their retail outlets.

Responsewave’s multi-channel marketing technology allows Andiamo to integrate online marketing activities as an integral part of their overall marketing channel mix. In-Store, Print, TV and Online can all be tracked and measured against predefined performance metrics that determine the marketing return on investment.

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About Andiamo

Andiamo is a nationwide shoe retail chain that specializes in youthful shoe fashion. Andiamo has 31 retail outlets across Finland. Andiamo is part of Kesko the leading provider of services and trade in Finland.

About Responsewave Ltd.

Responsewave is an innovative provider of Hosted Multi-channel Relationship Marketing, providing clients with a complete campaign infrastructure for planning, building, testing and analysing interactive multi-channel marketing campaigns.

As a trusted Application Service Provider (ASP), Responsewave delivers scalable solutions for clients all across Europe. Recommendation marketing is one of Responsewave’s many solution offerings.

Published on: 12:00AM on 20th March 2006