Retailers are arming themselves with a new weapon to increase foot traffic, and ultimately sales, in their stores – interactive in-store SMS marketing. SMS (text messaging) has quickly become ubiquitous as all mobile phones have the ability to send and receive SMS, and retailers are taking advantage of societies new favorite communication medium. Consumers now bring more than their pocket book with them when shopping as they now come bearing mobile phones and, in growing numbers, the two are becoming the same via mCommerce.
With mCommerce (mobile commerce and marketing), consumers are now receiving in-store promotions when it’s most effective – when they are actually in the store – and have the ability to pay for purchases directly from their mobile. For example, a woman shopping for shoes sees an advertisement in a shoe store window that reads “Text ‘Fall Fashion’ To 555 For 30 Percent Off Our New Fall Line”. The potential customer will then receive a code for a 30 percent discount that can be redeemed at the register directly from the customer’s mobile.
This adds an immediate incentive to enter the store, and to purchase merchandise, and generates sales while providing retailers with quantifiable data that can later be analyzed. The retailer will be able to add the new customer’s information to their client contact list to send future promotions, store updates, etc. Additionally, when customers receive promotions in-store, retailers will also have the option to request their new customer share their deal via social media (perhaps for an additional discount). By encouraging real-time third-party endorsements via social media the customer’s Facebook friends/Twitter followers, etc. will be solicited to shop at the store by someone they like and trust – their friend.
Retailers are continually seeking to drive foot traffic to their stores and with the holidays fast approaching it’s critical maximize marketing strategies now, to maximize sales during the biggest shopping season of the year. It’s time retailers take advantage of this cost-effective medium and market to their customers in real-time where their message is sure to be heard – on their mobile phone.