Baxi's forward-thinking use of communications technology has been recognised by the National Business Awards 2007. The company was a finalist in the Orange Best Use of Technology in Business category of the prestigious awards for its cash back text campaign.
The paperless promotion was the first of its kind in the industry. David Cook, Baxi's Sales Director, explains: "Texting has become an accepted way of communicating, so we thought a text campaign would be an innovative way to engage installers in the promotion to launch its new 40kW Duo-tec combination boiler. And because it does not require paperwork, it would also save them time.”
Baxi offered £200 cash back to installers for every boiler registered on the scheme. Installers pre-registered for the promotion via an 0800 number, then, for every Duo-tec 40 HE boiler they installed, they sent a text message with the promotional serial number found in the product installation literature.
To facilitate the promotion, special software was implemented using an online facility, with a dedicated database that carried out a number of checks to validate the claim, before sending back a text confirming that the claim was valid, printing an accounts file to raise a cheque along with an automatically generated personalised letter for posting.
For claims with an invalid serial number or unknown contact details, a personalised text was sent back to say the claim had been declined.
One of the advantages of this technology is that the promotion is operated without either the installer or the Baxi marketing department generating any paperwork. In fact, the only paperwork necessary is the cheque when it is raised and its covering letter, which is generated automatically by the database.
The process is immediate and very secure. When the installers' text messages are imported into the database, a series of checks are automatically made to ensure the claim is valid. The promotion was carefully planned for easy administration and the technology is now in place to use for future campaigns.
For further information on Baxi products and promotions, please visit www.baxi.co.uk or telephone 08706 060623.
Note to editors
The prestigious National Business Awards distinguishes organisations and individuals that push the boundaries and demonstrate excellence in business achievement, innovation and success in the UK. The Orange Best use of Technology in Business award recognises organisations that have embraced technology to create real business value and make it easier to do business.
