Shoppers plan to spend the same or more on Christmas this year, using marketing initiatives and loyalty schemes to stretch budgets, according to a study by HSBC as reported in Marketing Week. Leading mobile communications company, Textlocal explain how retailers should capitalise on mobile messaging to stretch budgets and target customers on a personal level.
The research stated that almost a third of shoppers will use discount vouchers (31 per cent) or reward points from loyalty schemes (29 per cent) to make their money go further over the festive period. It poses the question, how do you make sure your discount offers, vouchers and loyalty schemes are being received, understood and targeted.
Email works to a certain extent, but it doesn’t have the open rate or the readership rate that mobile messaging carries. Ofcom state that 97.5% of all text messages are read within 5 seconds, so what better way to target customers with marketing initiatives as they are working their way around the shops looking for Christmas gifts. The beauty of mobile messaging is that, when you have an opt-in list of customer numbers, which are easily obtained through short code keywords, point of sale transactions or registration processes, you can target those customers instantly and at exactly the right time.
There are many ways retailers can use mobile messaging to boost sales. Whether it’s promoting an exclusive offer in-store or online, sending out voucher codes, announcing new lines or sale promotions. Even building an opt-in list of contacts could be as simple as asking people to text in to a short code at the time of purchase or even quicker, to scan a QR code at the till.
These days people hardly ever leave the house without their mobiles. Mobile messaging is the only communication tool that works on all mobiles, whatever the make or model, so it seems a crucial tool for retailers to reach out to the people with targeted offers at exactly the right time. For a retailer, capturing a customers’ attention whilst they are out and about shopping can have a huge effect on business at this busy time of year and throughout the year.
Textlocal work with a variety of retail clients from regional companies like designer clothes store Tessuti, to larger national companies like John Lewis and toy store The Entertainer.
For more free insight and expert opinion see here: http://www.textlocal.com/info-centre/free-reports-and-guides/ or join our Linkedin Forum and have your say: http://www.linkedin.com/groups/Mobile-Marketing-UK-Forum-4353379