Best practice from the Mobile Interactive Group.
Fashion footwear retailer Faith required an interactive platform to power mobile marketing campaigns to enable the brand to communicate to its ever growing database and mobile opt in customers.
The purpose of each SMS campaign was to provide new product information and promotional offers to drive footfall into high street stores and build brand loyalty.
SMS interactivity ran across two consecutive campaigns and delivered impressive return on investment, brand engagement and customer loyalty.
It contributed to 47% of the uplift in revenue via ‘Friends and Family’ promotion (online and in-store)
It also contributed to 30% of the uplift in revenue via a fashion magazine promotion (online and in-store). Redemption of promotional codes was higher for the second campaign.
Over 70,000 SMS messages distributed throughout both campaigns
Faith activity commenced with two campaigns. Firstly, a ‘Friends and Family’ promotion offering 25% off full price products which ran over a three day period, and secondly a promotion in conjunction with a high circulation fashion magazine offering 20% off full price products which ran over a six day period.
“SMS marketing has proven to be an extremely successful revenue generation tool for Faith,” said Head of e-Commerce, Faith,
“It is quick to set up and once launched the message is instantly communicated to the customer which is especially beneficial if they are already out shopping.
Vartevanian added, “This makes SMS particularly strong at driving footfall in-store but has also proved to be very effective in increasing online traffic.
“Licensing Mobile Interactive Technology’s (MIT) MIDAS Communicate platform has enabled Faith to have 100% ownership of all campaign delivery from start to finish, including real-time stats reporting.”
Rob Weisz, Commercial Director, MIT said, “Faith licensed our MIDAS Communicate platform to enable set up, management and delivery of all free to consumer SMS promotional interactivity in-house.
“MIDAS is a simple online messaging solution that enables Faith to manage all campaign elements including list management, message set up and incorporates additional subscribers via an easy to use toolset.”
He added, “All opt in consumers receive a text message containing a promotional code which is redeemed in-store or online to claim their offer and to comply with industry regulation and compliance, MIDAS Communicate offers the facility for consumers to unsubscribe from the service at any time.”
M-commerce, messaging solutions and interactive platforms business Mobile Interactive Technology (MIT) is part of Mobile Interactive Group, a global integrated mobile and digital communications business – www.migcan.com
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