Consumers are continuing to adopt new ways to communicate with businesses and brands from their mobile phones, yet most independent retailers are missing the opportunities that text messaging offers.
A study from Salesforce showed that 70% of marketers place mobile marketing at the core of their business and 86% of senior level marketers state that it’s a very important part of the customer journey.
If consumers continue to engage with your independent retail location via their mobile phone, yet you’re still not sure how to tap into the value of mobile messaging by integrating into your current marketing plan, you could be missing some major opportunities.
As you soon see, mobile messaging campaigns give the 11 brands below a primarily untapped way to engage consumers using polls, coupons, contests and more.
What’s even better is that these brands are getting instant feedback by acquiring data about their customers.
The are a lot of reasons you may not think mobile messaging is right for you.
It’s Not Cool Or Sexy
You may have told yourself that it’s not cool or sexy.
Last time I checked, sexy doesn’t always sell. Simple does.
We Don’t Want To Get Sued For Spamming
You may be scared because you read an article about a patent troll or some regulatory issue that got a company sued.
It hasn’t stopped the below 11 brands from going all in.
“I Don’t Want The Responsibility If It Doesn’t Work”
Maybe, you’re just a bit nervous because this a new marketing investment that you’d have to make and you’re not really sure who in your organization is going to “own” the mobile effort.
Unlike some of your other investments, building out your mobile messaging program doesn’t have to cost you hundreds of thousands of dollars. You can be in the game executing campaigns like the ones below starting at $1000 per month and scaled up as your campaigns grow.
If any of sounds like you, you’re in luck because mobile messaging drives powerful and measurable success when done correctly. I had the chance to share everything you need to know to run a successful SMS marketing campaign over at Convince & Convert, so I recommend you check that out sometime.
As you’ll see from the examples below, mobile messaging can be a critical component of a successful cross-channel or omni-channel marketing strategy.
These businesses have added an effective touch point that advances the customer journey.
Here Are The 11 Mobile Marketing Examples Your Independent Retail Store Should Mimic
1. Pep Boys
Pep Boys is an automotive aftermarket service and retail chain with more than 800 locations.
Pep Boys creates interactive brand experiences through mobile messaging (SMS marketing) combined with mobile wallet campaigns.
This is a brand that was not a stranger to leveraging offers (sound like you?) to drive customer action but they decided to mobilize it.
According to Vibes, their mobile partner, the results have been impressive:
- 26% of customers that viewed Pep Boys offers on Passbook added it to their Passbook.
- Only.08% of customers who added the offers to passbook, ended up removing it from Passbook
- 30% of all mobile wallet offers (Passbook and Google Wallet) that were added to mobile wallets, were redeemed in store.
Pep Boys Mobile Marketing Examples
- Pep Boys mobilized something they were already doing in their business; using offers and coupons to get people to visit their locations.
- They said they wanted to be innovators and are doing so by embracing mobile wallet campaigns tying in Passbook and Google Wallet
- They engage subscribers consistently averaging about 3 or so messages per month
Free 30 Minute Analysis – Get Your Mobile Messaging Program Started Today
2. American Eagle Outfitters
American Eagle Outfitters is a chain that sells trendy casual-wear, shoes, accessories and outerwear for guys and girls (yes, that’s what their Google listing says).
American Eagle Outfitters uses their messaging program to announce sales for special holidays as well as flash sales for clearance items.
They frequently include promo codes which will be tracked at the point of sale (POS) and link to their mobile-friendly website for online shopping.
American Eagle Mobile Marketing Examples
- American Eagle sends consistent messages about once per week
- They frequently include promo codes for conversion tracking
- They leverage time sensitivity to spark immediate action
- Piggyback key holidays and seasonal changes to drive sales of new / clearance products
- Mix up redemption locations from “online and in store” to “online only” to “in-store only” gives the business options as to where they want to drive the traffic
Cabela’s is a retail mainstay stocking a huge inventory of hunting, fishing, and campaign supplies, plus boats and ATV’s.
As you may or may not know I was the Head of Mobile for Cabela’s before starting Mobile Marketing Engine and developed their mobile strategy, grew the mobile team and launched the new mobile-friendly website and SMS messaging program.
This program has been tremendously successful in engaging customers and driving sales while increasing average order value.
Cabela’s uses an enticing opt-in offer of $10 off a purchase of $50 or more making it almost a no brainer for people to opt-in.
They send a mix of SMS and MMS messages to promote their frequent Hot Buys as well as new initiatives for key holidays and events throughout the year.
Cabela’s Mobile Marketing Examples
- They rapidly grew their list by offering an amazing opt-in offer to acquire customers
- They aggressively promoted the program using email, social media, in-store signage and more
- The messaging frequency is super consistent and always is on brand
4. Ace Hardware
Ace Hardware is a retailers cooperative and has over 4,600 locations and does over $13 billion in retail hardware sales annually.
Ace Hardware is one of the more advanced examples in this post as they constantly offer a variety of ways to engage with customers.
As you’ll see below, they leverage coupons within a mini-microsite experience, they constantly drive to trackable offers using barcodes and promo codes.
They let customers save the offers for later via email, SMS or even adding them to Passbook.
Ace Hardware Mobile Marketing Examples
- Deploy a mix between coupons, scratch and win games to engage with customers
- Send messages on a consistent basis keeps customers engaged and wanting to stay in the program with consistent value via offers
- Considers the customer by letting them store and save offers for a future time
- Doubled down on promotion by integrating signage throughout their stores to build their mobile database
Kohls is an American department store retail chain.
Kohls keeps their alert program real simple. I love hhow they leverage promo codes and link to mobile web coupons for tracking.
This lets them extend the experience from the text message to a mobile web experience that gives them more real estate to share details about the offers.
Kohl’s Mobile Marketing Examples
- Super simple program that any retailer can execute
- Almost always include a coupon or trackable offer
- Keep their post click experiences super clean and simple
6. Jack In The Box
Jack in the Box is an American fast-food restaurant.
Jack in the Box is heavy into using MMS messages including pictures and video.
They do an extremely good job of speaking in their brand voice and always announcing new products.
Jack In The Box Mobile Marketing Examples
- The make building their mobile list a priority by letting people opt-in from the websites homepage
- They almost always compose their message copy in their brand voice.
- They include codes for redemption tracking
- They consistently announce new products like their Black Pepper Cheeseburger through this program
Free 30 Minute Analysis – Get Your Mobile Messaging Program Started Today
Macy’s is a department store chain providing brand-name clothing, accessories, home furnishings and housewares.
Macy’s in another example of keeping their program super simple and straight to the point.
They consistently send offers based on seasons, holidays and new products.
Macy’s Mobile Marketing Examples
- Super simple messaging
- Heavy usage of offers to drive action
- Consistently link to their mobile web experience to extend the conversation
8. J.C. Penny
J.C. Penny is a chain of American mid-range department stores.
Like Macy’s, J.C. Penny keeps it very simple using heavy amounts of offers.
They consistently include store codes in their messages which can be redeemed either online or in store based on the specific offer.
J.C. Penny Mobile Marketing Examples
- Super simple messaging with heavy usage of offers
- Consistent messaging schedule which is about 3-4 times per month
- Link to mobile web experiences to deliver additional offer/event information
9. Home Depot
The Home Depot is an American retailer of home improvement and construction products and services.
I just recently joined this program so haven’t seen to many messages from them as of yet but I like the consistent integration throughout their web experience to build their database.
Home Depot Mobile Marketing Examples
- Mobile program promotion through the website
- The web forms are mobile friendly
- Using limited time offers to spark customer action
10. Men’s Warehouse
Men’s Warehouse is a men’s dress clothes retailer in the US.
I’m also new to this program and was advised to check it out in a recent podcast interview with Bruce Hershey.
Men’s Warehouse Mobile Marketing Examples
- Their opt-in process is a great example of TCPA compliance (the others are great too)
11. Hibbett Sports
Hibbett Sporting goods is a full line sporting goods retailer with over 1000 locations in 32 states.
I’m a new subscriber to this program as well but they offer an immediate incentive for subscribers that join the program and urging them to make a buying decision.
Hibbett Sporting Goods Mobile Marketing Examples
- Actively promoting their program across all channels
- Utilizing offers to get the customer to commit to opt-ing in
- They’ve branded their program as the MVP Rewards and Alerts and highlight the benefits of joining. (This is something we highly recommend all retailers do when launching a mobile program.
Capitalize On The Mobile Opportunity
Just because mobile messaging may not be sexy (although I’d argue that it is when combined with mobile wallet) it cannot be a forgotten or overlooked marketing vehicle.
By integrating your mobile marketing program throughout your existing media it will become a dynamic addition at the heart of your cross-channel marketing strategy.
Messaging programs will allow your retail business to capture more data and demographic information about your customers which allows you to have a much more targeted and personalized conversation.
Combine that with the new metrics on your mobile offer and coupon redemption, you’ll be able to measure the value of a mobile subscriber in due time and know exactly the ROI your mobile program can deliver.
If you start now—before you know it, your mobile messaging program will connect the dots throughout your customer journey.