Consumers are continuing to adopt new ways to communicate with businesses and brands from their mobile phones, yet most independent retailers are missing the opportunities that text messaging offers.
A study from Salesforce showed that 70% of marketers place mobile marketing at the core of their business and 86% of senior level marketers state that it’s a very important part of the customer journey.
If consumers continue to engage with your independent retail location via their mobile phone and you’re still not sure how to tap into the value of mobile messaging by integrating into your current marketing plan, you could be missing some major opportunities.
As you will see below, mobile messaging campaigns give the 7 brands below a primarily untapped way to engage consumers using polls, coupons, contests and more.
What’s even better is that these brands are getting instant feedback by acquiring data about their customers.
The are a lot of reasons you may not think mobile messaging is right for you.
It’s Not Cool Or Sexy!
You may have told yourself that it’s not cool or sexy.
Last time I checked, sexy doesn’t always sell. Simple does.
We Don’t Want To Get Sued For Spamming!
You may be scared because you read an article about a patent troll or some regulatory issue that got a company sued.
It hasn’t stopped the below 11 brands from going all in.
Having a trusted partner that makes sure you’re compliant and in the know will be a key factor in your success.
I Don’t Want The Responsibility If It Doesn’t Work!
Maybe, you’re just a bit nervous because this a new marketing investment that you’d have to make, and you’re not really sure who in your organization is going to “own” the mobile effort.
Unlike some of your other investments, building out your mobile messaging and marketing program doesn’t have to cost you hundreds of thousands of dollars. You can be 'in the game' executing campaigns like the ones below for a few thousand dollars and scaled up as your campaigns grow.
If any of this sounds like you, you’re in luck, because mobile messaging drives powerful and measurable success when done correctly. As you’ll see from the examples below, mobile messaging and marketing can be a critical component of a successful cross-channel or omni-channel marketing strategy.
These businesses have added an effective touch point that advances the customer journey.
Here Are The 7 Mobile Marketing Examples From Leading Retail Stores
1. American Eagle Outfitters
American Eagle Outfitters is a chain that sells trendy casual-wear, shoes, accessories and outerwear for guys and girls (yes, that’s what their Google listing says).
American Eagle Outfitters uses their messaging program to announce sales for special holidays as well as flash sales for clearance items.
They frequently include promo codes which will be tracked at the point of sale (POS) and link to their mobile-friendly website for online shopping.
American Eagle Mobile Marketing Examples
- American Eagle sends consistent messages about once per week
- They frequently include promo codes for conversion tracking
- They leverage time sensitivity to spark immediate action
- Piggyback key holidays and seasonal changes to drive sales of new / clearance products
- Mix up redemption locations from “online and in store” to “online only” to “in-store only” gives the business options as to where they want to drive the traffic
Cabela’s is a retail mainstay, stocking a huge inventory of hunting, fishing, and campaign supplies, plus boats and ATV’s.
Overview and Example
Cabela’s uses an enticing opt-in offer of $10 off a purchase of $50 or more making it almost a 'no-brainer' for people to opt-in.
They send a mix of SMS and MMS messages to promote their frequent Hot Buys as well as new initiatives for key holidays and events throughout the year.
- They rapidly grew their list by offering an amazing opt-in offer to acquire customers
- They aggressively promoted the program using email, social media, in-store signage and more
- The messaging frequency is super consistent and always is on brand
Kohls is an American department store retail chain.
Kohls keeps their alert program real simple. I love how they leverage promo codes and link to mobile web coupons for tracking.
This lets them extend the experience from the text message to a mobile web experience that gives them more real estate to share details about the offers.
Kohl’s Mobile Marketing Examples
- Super simple program that any retailer can execute
- Almost always include a coupon or trackable offer
- Keep their post click experiences super clean and simple
4. Jack In The Box
Jack in the Box is an American fast-food restaurant.
Jack in the Box is heavy into using MMS messages including pictures and video.
They do an extremely good job of speaking in their brand voice and always announcing new products.
Jack In The Box Mobile Marketing Examples
- The make building their mobile list a priority by letting people opt-in from the websites homepage
- They almost always compose their message copy in their brand voice.
- They include codes for redemption tracking
- They consistently announce new products like their Black Pepper Cheeseburger through this program
Macy’s is a department store chain providing brand-name clothing, accessories, home furnishings and housewares.
Macy’s in another example of keeping their program super simple and straight to the point.
They consistently send offers based on seasons, holidays and new products.
Macy’s Mobile Marketing Examples
- Super simple messaging
- Heavy usage of offers to drive action
- Consistently link to their mobile web experience to extend the conversation
6. J.C. Penny
J.C. Penny is a chain of American mid-range department stores.
Like Macy’s, J.C. Penny keeps it very simple using heavy amounts of offers.
They consistently include store codes in their messages which can be redeemed either online or in store based on the specific offer.
J.C. Penny Mobile Marketing Examples
- Super simple messaging with heavy usage of offers
- Consistent messaging schedule which is about 3-4 times per month
- Link to mobile web experiences to deliver additional offer/event information
7. Home Depot
The Home Depot is an American retailer of home improvement and construction products and services.
I just recently joined this program so haven’t seen to many messages from them as of yet but I like the consistent integration throughout their web experience to build their database.
Home Depot Mobile Marketing Example
- Mobile program promotion through the website
- The web forms are mobile friendly
- Using limited time offers to spark customer action
Capitalize On The Mobile Opportunity
By integrating a mobile messaging and marketing program throughout your existing media, it will become a dynamic addition at the heart of your cross-channel marketing strategy.
MOBIT campaigns will allow your retail business to capture more data and demographic information about your customers, which allows you to have a much more targeted and personalized conversation.
Combine that with the new metrics on your mobile offers and coupon redemption, you’ll be able to measure the value of your mobile subscribers in no time at all.
If you start now—before you know it, your mobile messaging program will connect the dots throughout your customer lifecycle.