Capitalizing on Cross-Channel Mobile Opportunities: Steve Madden‘s Moves

Steve Madden is much more than the nation’s most successful shoe designer; the Madden brand is expanding into other areas of apparel and retail. Along with creating new classics in fashion, Steve Madden is blazing new trails in mobile marketing to create an interactive, personalized customer experience. New York based Steve Madden used MESSAGEbuzz tools to learn much more about what consumers want and how they prefer to communicate with their favorite designer. With millions of loyal Madden customers worldwide, the retailer worked with MESSAGEbuzz to learn more about customers than their mobile number or area code. Madden customized MESSAGEbuzz tools to go beyond the basics and learn where, how, and why people were accessing SteveMadden.com through their mobile devices.

Madden’s analytics tell them three-quarters of the consumers who come to SteveMadden.com with their mobile device are using an iTouch or an iPhone. This information is very helpful in creating an integrated, strategic marketing message for retailers. Innovation in the Madden mobile strategy is not really a surprise. This retailer remains dedicated to helping consumers express their individuality through style is working hard to make sure the brand’s e-commerce experience reflects the same personalization and creativity.

Steve Madden’s mobile commerce approach and success is a hot topic in retailing and marketing circles. Madden strategists are sought after speakers at business and retail events including the recent Mobile Boot Camp hosted by the National Retail Federation and Mobile Commerce Daily. Madden marketers are sharing the retailers mobile operations are expanding to include SMS, MMS and click-to-call. Consumers will also be able to access SMS offers and coupons, mobile search ads, mobile Web display ads and in-application display ads from Steven Madden.

Manager of Business Development and Direct Marketing at Steve Madden, Jared Horowitz advises other retailers to do their homework and mobile tools can play a critical part in getting crucial customer information. In fact, recent research reveals mobile is tops in reaching consumers across a wide range of metrics. Researchers found consumers were six times more likely to express intent to purchase an item, and three times more likely to show awareness of a brand, when they were exposed to mobile messages rather than online ads.