Mobile Retailing with SMS

The modern consumer is incredibly mobile-dependent. Think “on demand” and “always on.”

If your retail business isn’t already reaching customers on their mobile devices, it’s probably only because you don’t know how. Here are some basic steps to launch your Short Message Service (SMS) text communications:

1: Increase the number of SMS opt-ins you collect (e.g. users who allow you to send them short text messages) by making it easy for your customers to opt in – and out. Mobile SMS marketing uses 160 characters (letters, numbers or symbols) max to relay information (coupons, deals, events, other calls to action) to subscribers’ cell phones, smart phones, iPads, etc. Give them an incentive to opt in, such as VIP privileges or entrance into a sweepstakes.

2: Track your ROI on all mobile SMS marketing campaigns. Did a particular text drive traffic to your Web site? Did the visitors actually make purchases online? Was the coupon or discount code shared (e.g. posted on a blog for others to use)? Did 70 percent bail with a full shopping cart due to high shipping costs? Don’t just evaluate initial behavior; track transactional data, including product returns down the road.

3: Combine your mobile marketing strategies with your other marketing, database and communication services. Customers should be able to click on the text to easily email a customer service rep in real time or speak to someone at your store (locally or nationally).

4. Capture contacts from the in-store or online shopper who may not necessarily make a purchase today, but who might respond to future emails, SMS campaigns or mailers. You’ve got a captive audience – catch them before your competition does. After all, retail consumers aren’t just using their cell phones to buy things. According to a recent survey published through Marketing Charts:

• 56% looked up price information

• 46% compared different products

• 35% looked up product specifications

• 27% viewed product reviews

A precaution: While mobile retailing can be impersonal, SMS marketing to your customers is very personal.  You’re competing with personal messages from your customers’ friends, family members and coworkers. The likelihood of your customers opening your text is about 97 percent, and on average, they’ll read it within four minutes of its arrival. If you annoy them by sending too many, too frequent, irrelevant or unimpressive texts, they’ll opt out. Sending a photo of the latest Gucci purse and a half-off coupon to all of your customers might cause a surge of opt-outs. But sending it to only the 19% of your database that fits the designer purse-buying demographic might be a brilliant mobile marketing move.

How has SMS text messaging increased your bottom line? Share your experience here with other retail businesses.

EasyChair Media provides cost-effective, results-driven marketing solutions for any size business. Whether you’re an entrepreneur or the head of your company’s new marketing efforts, we’ll help you develop your message strategy through a variety of methods. Call us today at 800-741-6308  for a free consultation.