By Optism Team, Nov 11, 2011
This week, we have lots of news from the mobile commerce front, but we thought we’d start off with a few stories that demonstrate how retailers can use SMS in their marketing programs.
Mobile Marketer investigated how New York & Co. built its database of 180,000 loyalists. According to Marielle Gelber, New York & Co.’s director of public relations, the retailer initiated its SMS alerts program “to broaden the way our customers can reach us to find out about new promotions and exclusive offers and events.” New York & Co. promotes the SMS program through a variety of channels including in-store displays, email, social media and direct mail. By using different keywords for each call-to-action, the company can determine which channels are netting them the highest number of opt-ins. The retailer has grown its mobile database to 180,000 opted-in customers, ready and waiting to hear from them. For Gelber, SMS “is the new way to share information with [their shoppers] whenever and wherever she may be.”
Mobile Commerce Daily writes about a major retailer’s use of SMS in “Gap offers personalized location-based deals via SMS program.” Gap Inc. is the parent company for a number of well-known brands including Gap, Banana Republic, Old Navy, Piperlime and Athleta. Customers can opt in to the company’s SMS service to receive “tailored discounts and promotions via SMS when qualifying transactions are made with enrolled Visa accounts.” The service is an expansion of Gap’s Mobile 4U program and relies on a partnership with Visa. According to Gap spokesperson, Liz Nunan, “Partnering with a credit card company like Visa provides us insight into our enrolled consumers that we have never had in the past.” The partnership with Visa also enables Gap to improve the targeting and timing of promotions, and to tailor offers to the customer’s preferred brand. Read the rest of this entry »