Mobilize Holiday Sales

According to a recent study, 90% of all Americans own a cell phone. Almost 70 million use their mobile device to access email and the web, and 154 million send 3.5 billion text messages daily. With those kinds of numbers, it’s clear that mobile technology -- if used correctly -- has the power and reach to mobilize shoppers. “Holiday Sales 911: Three Quick Ways to Boost Your Holiday Sales Today,” a white paper from the SmartReply Benchmarking series, offers ideas on how retailers can improve sales through mobile technology.

The top three tips are:

• Mobilize Advertising: Mobile ad networks offer the opportunity to partner with local media such as radio, cable and print by placing message tags at the end of alerts. For instance, a text with sports scores could include an alert from a sporting goods retailer. Jewelers can get in on the action too. Last fall Tiffany & Co. used mobile ads to drive female Blackberry and iPhone users to a new store by using banner ads (strategically placed in applications that were downloaded by the target demographic) that sent consumers to a mobile site with info on the new store, including directions via Google Maps (http://www.mobilemarketer.com/cms/news/advertising/4096.html).
• Entice with Treasure Hunts: Get consumers to sign up for special offers, like an unadvertised sale item, that they can only get through their mobile device. Philadelphia jeweler Robbins Diamonds took the concept even further when they offered the “Robbins Diamond Dash” last fall. Hundreds of teams searched the streets of Philadelphia—getting clues via text—in order to turn up a $20,000 Hearts on Fire ring. The event provided great buzz and even led to a marriage proposal.
• Bounce Back: According to SmartReply, the best customers for next week are the customers you have this week. When a customer makes a purchase, ask for their cell phone number and permission to send special offers via text. Then send them a thank you message that includes an offer -- such as a coupon -- to drive them back to your store.

Comments

[shelley thompson]

Into the past where craftsmanship and dedication first lifted an idea from paper to reality to notoriety, and into the future where a newly positioned sport and lifestyle brand—young at heart and with an attitude born of possibility—has already found a place with those in the know.