The attraction of SMS and how it can drive traffic to retail stores

Using SMS and short code marketing to drive traffic to retail stores 

When it comes to mobile commerce, the No. 1 goal for retailers and brands is to implement programs that ultimately increase ROI with measurable results.

Mobile phones have truly become a global phenomenon in the past 15 years with close to six billion units in use and whether you have a standard or smartphone, and wherever you are, they will all have two things in common: the ability to call and text.

Savvy retailers cottoned on to this quickly using the simple text message as another channel through which to sell and market their products and services, using it strategically, often in conjunction with other channels and with great results and happy, loyal customers.

So what is the attraction of SMS? Why are millions of marketing messages sent every day? The great thing is few other channels are able to tick all the same boxes.

Simplicity

A message is simple to construct, send and receive and gets direct to the customer within seconds. With only 160 characters to play with which must include an opt- out clause, you are forced to be succinct and creative.

Versatility

SMS can be used in virtually any function: marketing promotions, purchase confirmation, delivery notices, appointments and reminders and customer service.

The limit is your imagination.

Customization

Messages can be customised depending on location, age, product, promotional offer and price. With automated CRM systems the data is easily uploaded.

Speed

Messages can be delivered with seconds or staggered over a set time period. If a call center is involved and traffic is slow, the number of messages being sent can be given a boost to increase interaction. 

Ubiquity

In the developed world almost every household has a mobile phone.

More than 99 percent of messages are read within five minutes of receipt.

Emails, in contrast, may never be opened, let alone read.

Cost and measurability

Relative to other forms of direct marketing, costs of an SMS are low and statistics such as delivery, replies if a short code is included, call-backs and purchases if a code or call to action are included are all measurable which is important when assessing a campaign’s ROI.

Multichannel

SMS often works best in conjunction with multichannel campaigns.

Sure, sending a delivery reminder might only necessitate one text, but retailers have consistently found that strategic text marketing works best in conjunction with a number of channels and reinforcing the message across email, direct mail, television ads, and the print media. 

By: Robin Eyre

Source: Mobile Commerce Daily