RETAILER SUCCESS
Moosejaw - Love the Madness: Customers Communicating via Text Messaging with Customer Service
July 2007, PDF file, 240 KB
Introduction
Mobile marketing benefits retailers in multiple ways. No other marketing communication method will have such a profound impact as mobile because for those that prefer this method, they are successfully avoiding all other communication methods. Mobile provides a personal connection with the customer that provides an unbeatable competitive advantage. Our solutions have proven that that by integrating mobile into your existing marketing communication they play a vital role in creating an experience your customers will enjoy.MESSAGEbuzz creates intelligent and relevant customized messaging and communications for your customers. Your brand and customers' perspective is the foundation of the message constructed to deliver the desired consumer experience. Your customers and potential clients will be encouraged to provide feedback on their needs, decisions, and emotions. Mobile and text options show your customers you are listening and want to provide them the desired shopping experience on their terms.
We do not expect you to know how today to engage your customers via their mobile phone but we would highly recommend you to start slow and start now. The two elements we have seen that ensure success have little to do with the technology but what you do best: knowing your customers and knowing how they prefer to communicate. By providing us that insight, MESSAGEbuzz can provide you everything else to build a mobile campaign focused on your specific goals.
We recently compiled a pilot for Kraft Foods to boost in-store sales of 3 product categories by allowing shoppers to download recipe ideas:
Text Dip to 35350.
Another example is Velveeta to 35350 or Ritz to 35350. To confirm, this is only a test and you are not opting in to any programs and your subscriber data will not be used in any way.If this was your mobile marketing campaign, would this information be of value to you? We would know immediately that you were interested in making a recipe with Velveeta cheese and have a strong connection with the brand. The exact number of recipes downloaded would be also known. You are likely open to other Velveeta or Kraft product recipes, information about specials/coupons or willing to solicit your feedback based on your experience. You feel so good about Kraft products and the company you are welcoming information from them into your hip pocket.
Results you can expect because we have done it.
These are just a few of the impactful results we have been able to deliver for our clients:- Improve a customer's passion about a brand and provide an incredible opportunity to keep the brand front of mind. Depending on the size of their phone, messages are either delivered very close to their wallet or very close to their heart and both are good places to position the brand.
- Creating a fresh experience for those customers that prefer to communicate via their handsets. Plus, the word-of-mouth and media buzz that will be created is also a significant factor.
- Ongoing engagement with the customer base, increased loyalty and improved customer service
- Increased sales
How
The following are just a few examples how MESSAGEbuzz has been able to generate those results above.- TextNwin, text2vote, scavenger hunts and questions all posed and run via text
- Customer support/problem resolution via text
- Sales item alerts and web pages/purchasing accessible via phone
- Order status, tracking status and back order notification alerts
- In-store promotion and coupons, make available ringtones/wallpapers and upload pictures or customer suggestions
- One creative solution most do not consider initially is text messages blossoms the informational content available on packaging. For distributors/retailers selling to the big discount stores such as Wal-Mart, most of these stores do not allow for any signage at the aisle level. By including text call-to-actions on the packaging, more information is made available than is currently on the packaging today. As with the Kraft example above, try for yourself any of the three examples as if reading the side of a frozen meal at Costco. There is one hidden example within the text response so feel free to explore. Also information and how the customer can interact with the product should be visible if text replies contained a reply of "more" to obtain more information or the text reply was combined with voice broadcasting or integrated voice response tools.
Mobile boosts retailer sales by bringing customer intimacy and excitement to shopping:
- Create campaigns and offers relevant to each shopper
- Real time connections to satisfy customer needs
- Mobile technology and information can be mixed and supported with online marketing
- Loyalty programs, promotions, contests and other offers can create a custom experience
- Retailers communicate with customers in their preferred format and create a client intimacy
- Consumers take your store and brand with them where ever their phone goes.
