case study: brands using texts to engage customers

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+ Retail Mobile Messaging Making the case for using text to connect with consumers at home, on the go and in your store. What Where Why When Who Thursday, November 21, 13

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Virtually every major retail brand from Macy’s to Target to Kohl’s uses text to engage with customers. Scott Rogers of Mercantile Mobile will provide an analysis of the technology, content, best practices, message frequency and other elements that make text such a powerful tool for retail.

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Page 1: Case Study: Brands Using Texts to Engage Customers

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Retail Mobile MessagingMaking the case for using text to connect with consumers at home, on the go and in your store.

What Where

Why WhenWho

Thursday, November 21, 13

Page 2: Case Study: Brands Using Texts to Engage Customers

+What is Mobile Messaging?

SMS MMS

Works on 98% of phones Works on 90% of phones

Benefit: Inexpensive Benefit: Increased ROILimited to 160 characters No character limitDelivers basic offers, URLs, click to call numbers and functional info such as shipping alerts.

Delivers 40 seconds of video, one image or multiple images plus an expanded character set.

Text SCOTT to 26262Thursday, November 21, 13

Page 3: Case Study: Brands Using Texts to Engage Customers

+Why Text?

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Page 4: Case Study: Brands Using Texts to Engage Customers

+Why Text?

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Page 5: Case Study: Brands Using Texts to Engage Customers

+Why Text?

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Page 6: Case Study: Brands Using Texts to Engage Customers

+What Are QSRs Texting?

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+What Are QSRs Texting?

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Page 8: Case Study: Brands Using Texts to Engage Customers

+What Are Retailers Sending?

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Page 9: Case Study: Brands Using Texts to Engage Customers

+What Are Retailers Sending?

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Page 10: Case Study: Brands Using Texts to Engage Customers

+Where Is The Audience From?

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Page 11: Case Study: Brands Using Texts to Engage Customers

+Where else?

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Page 12: Case Study: Brands Using Texts to Engage Customers

+Time of Day - December 2012

7

10

12

15

17

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Lakeshore - 4bebe - 4A&F - 8ToysRUs - 7

December 2012

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Page 13: Case Study: Brands Using Texts to Engage Customers

+Frequency - Nov ’12 - Oct ‘13

0

3

5

8

10

Nov12 Jan13 Mar13 May13 Jul13 Sep13

Lakeshore - 53bebe - 38A&F - 53ToysRUs - 90

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Page 14: Case Study: Brands Using Texts to Engage Customers

+3 Cool Tactics - Pre-Roll Ads

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Page 15: Case Study: Brands Using Texts to Engage Customers

+3 Cool Tactics - Pre-Roll Ads

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Page 16: Case Study: Brands Using Texts to Engage Customers

+3 Cool Tactics - Mobile Sharing

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Page 17: Case Study: Brands Using Texts to Engage Customers

+3 Cool Tactics - CGC Campaigns

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Page 18: Case Study: Brands Using Texts to Engage Customers

+TakeAways■ Use both SMS and MMS.■ Be aware of what the other guy is sending.■ If text didn’t work before, try again.■ Deliver relevant content at the right time.■ And with the right frequency.■ Promote your text alerts wherever possible.■ Try new tactics like text ads, mobile sharing and CGC.

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Page 19: Case Study: Brands Using Texts to Engage Customers

+Thanks

Scott Rogers

Mercantile Mobile Marketing

[email protected]

714-742-8815

Thursday, November 21, 13