The Future of CRM and Direct Marketing Building, Managing & Engaging Customers through a Mobile Database February 3, 2011 James Citron CEO, Mogreet, Inc. Paul Hollowell Interactive Marketing, Charlotte Russe
The Future of CRM and Direct Marketing Through Mobile Page
Who is Charlotte Russe? Charlotte Russe is a growing, mall-based specialty retailer of fashionable, value-priced apparel and accessories. We provide exciting, fashion-forward merchandise that appeals to a broad range of customers, with a core emphasis on the lifestyle trends of young women in their teens and twenties. As of January 1, 2010, Charlotte Russe operated over 500 stores throughout 45 states and Puerto Rico. Page
Point of Sale In-Store Collateral (counter cards, receipts, etc.)
Incentives – Leverage desire for instant gratification (i.e. 10% off) to build database.
Seamless Web Opt-In – Enable consumers to opt-in for text alerts from your website.
- Vanity Shortcode – Simple & Memorable “ Text CR to STYLE (78953) ” is much easier to remember than “ Text CR to 78953 ”
Results : Charlotte Russe has built a database of Hundreds of Thousands of Opted-In Consumers.
Page Text “CR” to STYLE 78953
How are other Retailers Building their Mobile Database? Page
Charlotte Russe – Multi-Channel Marketing Integration - Multiple Points of Activation : Empower shoppers to use what’s most comfortable (i.e. Text, FB, QR). This increases participation and affinity for the brand since “Charlotte Russe gets me”. - Key 2012 Goal - Centralized Database : All of these channels feed into one database. “ Mobile is the ticket to our customers.” - Coupon Codes : Increasingly coupons are being delivered via text due to simplicity & availability anytime. Page
Charlotte Russe – Outside the Box “ Mobile Scratch and Win” program Goals: Increase opt-in rate, grow the database and break thru marketing clutter with unique program. Internal Support = Success The marketing team got their managers and sales staff to support this program by running an internal version during the fall. It was so successful, that a consumer version was greenlit before the trial ended. Page
What does the future of Mobile CRM look like? One Size Doesn’t Fit All: Deliver messaging tied to consumer’s interests and preferences. Capture interests, start a dialogue with your customers by asking them what they want & deliver upon it! Targeting: Target your audience by carrier, handset, location, interest. cRm: Focus on creating a Relationship with your audience by making your customers feel special – Birthday programs are a great start! The Shortcode is the new URL: The best Mobile Programs include a mobile call to action across all channels. Trackable Promotions: In the near future (with a POS upgrade), Charlotte Russe associates will be able to scan mobile phones to redeem coupons. Page
Content is KING! Rich Media Marketing is Just Beginning… 95% of Consumers in the US can receive RICH Media on their devices using MMS delivery. Using MMS, brands like Charlotte Russe can create an emotional connection with their customer base in pictures, audio & video. Mobile Video has highest recall rates of any format & averages 20% Clickthrough Rates (3-5x of SMS.) Want to see? TRY IT OUT! Page Text RUSSE to 21534
Effectiveness of Mobile – Charlotte Russe Data Points Mobile is the one thing that doesn’t change about her. Redemption Rates (Mobile v. Email): Mobile is often 10x that of emailed offers. Average Order Value: The mobile shopper’s average ticket spend is around 50% higher than a general shopper’s average ticket. In-Store Traffic : Mobile Messaging drives in-store traffic instantly. Page
Questions? Contact Info: James Citron, CEO Mogreet Twitter- @jamescitron, Contact Info : Text James to 21534 Paul Hollowell , Interactive Marketing, Charlotte Russe Email – [email_address]