BP text 'saves thousands'

BP has launched a text messaging service it believes can save franchised repairers thousands of pounds on marketing campaigns, while improving customer loyalty. Text Saver, accessible through BP's subscriber-only website, is designed to help repairers offset the rising cost of mobile phone bills, which have accelerated 50 per cent over the past five years. It can be dealer-branded and has a range of applications, all of which have full delivery reporting.

Repairers can use Text Saver to inform customers their car is ready post-service, saving the cost of a phone call, or to issue service and MoT reminders. The cost of each text might be as little as 6p, compared with 25p per letter.

“Text messaging is five times more responsive than direct mail because it's newer technology and has greater impact,” says David Foster, BP trade marketing manager consumer northwestern. “We are talking about savings worth thousands of pounds. One retail group is saving about £60,000 by using text.”