More than ever in today’s economy, many retail business owners rely on a loyal customer base, which provides consistent, repeat business. Building loyalty can depend on a variety of factors including, but not limited to, location, hours of operation, advertising, inventory, and product quality, services, and competitive pricing.
SMS marketing is an ideal complement to a retailer’s marketing efforts, providing a direct and immediate channel to a company’s customers. The busy lifestyle that most consumers lead today necessitates the need to market on their mobile devices for the consumer to see the marketing message and in a timely manner.
When companies have a “mobile SMS” or text marketing program, they are, in effect, inviting their clientele to establish a one-on-one relationship with them, with the expectation that by joining the program, consumers will receive exclusive incentives. that encourage them to continue, and INCREASE their patronage. A recent CASE STUDY is Moe’s Southwest Grill in South Florida. This location purchased 5,000 mobile opt-ins and sent a text message offer on July 4, 2011. The offer caused 10% of subscribers to redeem their same-day offer, driving 500 customers to the location in what that the industry would otherwise consider a slow party.
What are some of the benefits of using text SMS for retail stores? SMS marketing programs are designed to increase the purchase frequency of a company’s existing customers, and typically offer coupons or other special promotions to drive purchases. It should not be forgotten, however, that loyalty is not based solely on the lowest price offer. A business should also use its text messaging marketing program to send other valuable information to its program subscribers.
For example, an auto service company might send winterization tips; a company could conduct a satisfaction survey via SMS. Put yourself in the place of your consumers and ask yourself what they would want from your business.
Whatever the nature of your business, remember that the people who have signed up for your mobile program have provided you with tremendous value; permission to market to your cell phone. Don’t abuse the privilege. Provide value in return and you will see fantastic results. Over the past few years, the adoption of text messaging as a means of directly connecting businesses and organizations with their customers and loyal customers has seen a steady rise. Launched in 2008, Text2VIP provides clients with a knowledge base of best practices and consumer opt-in guidelines. By working with small and medium-sized businesses and organizations, his campaigns have helped produce measurable results. Case studies have been featured both on their website and in industry periodicals such as Mobile Marketer Daily, Mobile Marketing Watch, and e-marketer.
