A recent report published by Cellit has home noted that retailers are seeing high success rates and ROI from targeted SMS campaigns that continue to drive new in-store traffic and mobile commerce. An expansive review of 1,180 campaigns was developed and sent by national large-scale retailers, and Cellit focused in on how SMS was being used to drive sales, retain SMS subscribers, and consequently grow contact information databases.
The key result found by Cellit was that when used properly to engage versus disrupt user’s daily life, SMS produced positive results six to eight times that of traditional e-mail marketing send-outs when comparing data collection, brand awareness and redemption factors. David Wachs, Senior Vice President of Mobile and General Manager at Cellit, had this to add; ““With eight times the response rate of email, mobile marketing is too powerful to pass up”.
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Furthermore, retailers have tuned into customers perception of intrusion and have begun implementing preference selection tools to ensure customers are receiving information of only personal interest.
Cellit was acquired earlier this year by digital engagement agency ePrize.
“How much is that doggy in the window?”
An age-old adage to the somewhat lost art of window merchandising.
Retailers have come full-circle recently from the increasing pressure within the retail space, emergence of e-commerce, and mobile. What was once a staunch tradition has evolved into an engaging entry point to brick-and-mortar stores.
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Iconic UK-based clothiers Ben Sherman launched an innovative window display that allows for interaction with consumers from the outside in. A simple control button is housed in a casing just outside the window where customers can activate a pressurized system that sends clothing through a carousel and can be viewed one by one. The idea is to create the desire for customers to interact with the display due to the novelty, but actually stumble on a piece of clothing they may like and therefore enter the store.
Using a similar tactic, Starbucks launched an integrated window display that uses a touch screen to allow consumers to select a series of gold stars that then transform into information about their My Starbucks Rewards program. It was originally launched in select stores in Toronto and Vancouver to support the Tazo brand push.
The strategic use of technology, as demonstrated, can turn a once two-dimensional process into a complete immersive and interactive experience.