the power of sms marketing in retail
TRANSCRIPT
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The Scenario
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71% of in-store shoppers say smartphones have become more important to in-store experience
Online retail revenue is on the rise: $264.28 billion in 2013 to $305.65 billion in 2014
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The Solution: Adaption• New technology and data to maintain in-
store sales– Connect consumers with the ultimate,
customized in-store experience
• Bridging the “digital divide” between brick-and-mortar retailers and customers
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Common Uses of SMS Marketing• Boosting customer return-rate
– Exclusive mobile coupons
• Keeping customers updated– Notify patrons about new products and
services– Inform consumers about product availability – Announce sales events/contests– Receiving feedback about customer
satisfaction
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Acting on Impulse• Impulse purchases account for a
significant amount of consumer spending– 1/3 of all consumers make a sizeable
impulse buy each week
• Importance of getting people into store– Mobile Commerce Daily study: “20% of
respondents said they make more unplanned purchases because of retailer texts”
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Importance of Customization• Consumers want to feel the retailer
understands them– Provide specifically tailored experiences – Personal factors:
• Recommendations for specific products to purchase
• Recommendations based on what friends/family have purchased,
• Updates on relevant products that are back-in-stock or low-stock
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Westfield Case Study Westfield Shopping
Center Text-to-Win Campaign:
Northern California centers hosted competition to boost mobile marketing efforts
Winner awarded $1,000 shopping spree
Over 6,000 subscriptions to text club within 1 week
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Sources– Johnson, D. (2014, May 23). 30 Mobile Marketing Case
Studies You Need To Bookmark. Retrieved April 17, 2015, from http://www.tatango.com/blog/30-mobile-marketing-case-studies/
– New Research Shows How Digital Connects Shoppers to Local Stores – Think with Google. (2014, October 1). Retrieved April 17, 2015, from https://www.thinkwithgoogle.com/ar
ticles/how-digital-connects-shoppers-to-local-stores.html– Nicasio, F. (2014, June 10). How to Encourage Impulse
Buys in Your Store: A Deeper Look at Unplanned Purchases - Vend Retail Blog. Retrieved April 17, 2015, from http://blog.vendhq.com/post/64901826173encourage-impulse-buys-store-deeper-look-unplanned-purchase
– Retail Sales Worldwide Will Top $22 Trillion This Year - eMarketer. (2014, December 23). Retrieved April 17, 2015,
from http://www.emarketer.com/Article/Retail-Sales-Worldwide-Will-Top-22-Trillion-This-Year/1011765
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