IronmongeryDirect has launched a new mobile marketing campaign to promote its latest app to tradesmen on the go.
It is targeting tradesmen who need to place orders on the move and the campaign builds on its existing app, which was launched earlier this year, so customers can view and purchase products on their phones.

The targeted text-based campaign provides two separate offers, with the first designed to encourage free downloads of the app from the Apple App Store and Google Play. Customers who download the app are entitled to 25% off their first order, which they can make after browsing through some of the thousands of items sold by IronmongeryDirect.

The second offer invites customers to register and be sent £50 worth of vouchers via email, which can then be spent on IronmongeryDirect products.

The ironmongery product supplier has partnered with mobile marketing company The Mobile House to help facilitate the campaign, and both offers have been sent out as targeted texts to existing and potential customers including DIY enthusiasts, tradesmen and people who have recently moved house.

The campaign has already proved to be a hit, with around 75,000 texts sent out and a 3.3% click-through rate. IronmongeryDirect's app has also soared up the Apple business app charts.

The company's marketing director Stuart Wilson said: "We have long been known as an innovative and technologically advanced business and we launched our app in April to cater for the evolving needs of our customers who can now access our products via their phones.

"We are delighted with the results we've seen from this initial campaign and are looking at ways to incorporate mobile generally and SMS specifically into our wider marketing strategy for next year."