Case Study: Brands Using Texts to Engage Customers

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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 …

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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  • 1. + What Where Why When Who Retail Mobile Messaging Making the case for using text to connect with consumers at home, on the go and in your store. Thursday, November 21, 13
  • 2. + What is Mobile Messaging? SMS MMS Works on 98% of phones Works on 90% of phones Benefit: Inexpensive Benefit: Increased ROI Limited to 160 characters No character limit Delivers basic offers, URLs, click to Delivers 40 seconds of video, one call numbers and functional info image or multiple images plus an such as shipping alerts. expanded character set. Text SCOTT to 26262 Thursday, November 21, 13
  • 3. + Why Text? Thursday, November 21, 13
  • 4. + Why Text? Thursday, November 21, 13
  • 5. + Why Text? Thursday, November 21, 13
  • 6. + What Are QSRs Texting? Thursday, November 21, 13
  • 7. + What Are QSRs Texting? Thursday, November 21, 13
  • 8. + What Are Retailers Sending? Thursday, November 21, 13
  • 9. + What Are Retailers Sending? Thursday, November 21, 13
  • 10. + Where Is The Audience From? Thursday, November 21, 13
  • 11. + Where else? Thursday, November 21, 13
  • 12. + Time of Day - December 2012 Decemb er 2012 17 15 Lakeshore - 4 bebe - 4 A&F - 8 ToysRUs - 7 12 10 7 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 Thursday, November 21, 13
  • 13. + Frequency - Nov ’12 - Oct ‘13 10 8 Lakeshore - 53 bebe - 38 A&F - 53 ToysRUs - 90 5 3 0 Nov12 Jan13 Thursday, November 21, 13 Mar13 May13 Jul13 Sep13
  • 14. + 3 Cool Tactics - Pre-Roll Ads Thursday, November 21, 13
  • 15. + 3 Cool Tactics - Pre-Roll Ads Thursday, November 21, 13
  • 16. + 3 Cool Tactics - Mobile Sharing Thursday, November 21, 13
  • 17. + 3 Cool Tactics - CGC Campaigns Thursday, November 21, 13
  • 18. + 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. Thursday, November 21, 13
  • 19. + Thanks Scott Rogers Mercantile Mobile Marketing scott@mercantilemobile.com 714-742-8815 Thursday, November 21, 13