By Thomas Eason

musicMagpie.co.uk, the UK's most popular “CASH for CD, DVD and Games” website, has developed and launched a mobile application allowing customers to scan in their unwanted CDs, DVDs and Games using their iPhone’s, iPod Touch or iPad’s camera.

The musicMagpie.co.uk app, which has been downloaded more than 500,000 times in the last 10 weeks, and is currently one of the top 100 apps in the UK, is available through Apple’s App Store with Android and Blackberry versions soon to be launched.

To expand the mobile business further, musicMagpie and RedEye, the leader in behavioural email, launched a fully-fledged behavioural monitoring tool for its app users.

The tool, which looks specifically at app users as opposed to website users, tracks where users leave the site or abandon their transactions. This allows musicMagpie.co.uk to communicate with the user via an automatic email to reconnect them with the transaction and aims to drive completion.

The tool works in conjunction with the existing website tools, so should the user begin a second transaction via the website, they would only receive one email, with preference towards the mobile device.

Initial results are very encouraging with 34% open rates for the reminder email, which are converting at 36% in the first two weeks of launch.

Eren Ozagir, Commercial & Marketing Director, said, “Enabling consumers to use our service on a multi-platform basis is very important to our rapidly growing business. We make every effort to ensure that the service we offer is as easy, accessible and rewarding as possible for our customers. App development is just one of the ways we are reaching out to users and letting them choose how they wish to interact with us now and in the future. It’s great to be working with RedEye who is continually developing new services and new ways of working to meet our business needs.”