Monday, November 4, 2013

Retail brands have finally joined the tech revolution! Communicating with customers and marketing via mobile technology has become an imperative element of retail brand development, and it’s no surprise! More than half the world now owns a cell phone, and over 90% of American’s use a mobile device. When it comes to mobile marketing, a 2013 study conducted by TextLocal showed a 38% increase of consumers who have opted into retail SMS lists since last year. The increase accordingly forecasts approximately 7.18 million opted-in retail customers by 2015 with regards to text marketing lists. Especially with the largest demographic group being the tech savvy Millennial generation, retail is now more than ever finding it crucial to develop creative mobile marketing strategies, including mobile apps, voicemail broadcasting, SMS text blasts, and mobile search advertising, all of which must integrate seamlessly to touch consumers at multiple engagement points.

Mobile Marketing for Retail Success Story
National Wholesale Liquidator, a small consumer products chain with 12 stores along the East Coast, was able to grow their mobile marketing opt-in list to over 50,000 customers by running an incentive-based text marketing promotion. National offered $5 off any purchase over $25 when customers joined their marketing list. In addition to massively growing their opt-in marketing list, customers who did join the mobile marketing campaign spent about 80% more at the chain than did customers who did not join the promotion, with an average spend of $45 per opted-in customer compared to $25 spent by other customers. This was a massive success for National Wholesale Liquidators, as it helped not only drive revenue immediately but also increased their mobile database for marketing future promotions and specials.

Common Uses for Retail SMS Marketing

Mobile Marketing campaigns are a fantastic way to connect with previous retail customers, to compel new patrons, and to retain or upsell current shoppers. Below are some techniques retailers are successfully utilizing mobile marketing strategies to enhance their brands:

  • Incentivize customers to return to the store with exclusive mobile coupons
    Show this text to the cashier for 20% off your next purchase. Exp 12/31.

  • Alert customers about new products and services with text alerts
    This month only: 25% off all stock tires and chrome rims!

  • Notify customers when their product is available with custom voice broadcasts
    This message is for: Mr. Chandler. Your order has arrived and is ready for pickup between 9AM-5PM. Thx for shopping at Marcy’s Boutique!

  • Promote Sales Events with Creative Mobile Apps and Games
    Play our mobile game to discover the secret location of hidden concert tickets!

  • Cross-Channel SMS Marketing for Retail
    Thanks for visiting Allure! Scan the bar code on your skirt now to see which in-stock belts and shoes go with your item!

Mobile: The Wave of the Present
There’s no doubt about it: Mobile Marketing has taken a leading role in the race to gain consumers’ attention. From text advertising and voicemail broadcasting to creative mobile apps and search marketing tactics, mobile marketing strategies are proving more effective and efficient in developing brand awareness, maintaining customer loyalty, and encouraging new patrons to be a part of the brand. Mobile marketing is no longer the wave of the future; it is, in fact, an absolute necessity in the present!