More consumers will be seeing messages in retail settings such as “Text 416-449-5555 for 15% off if you purchase in the next hour.” Mobile phone users are receptive to SMS messaging, in fact, stats show there will be nearly 9 trillion text messages sent this year.
SMS texting is a great promotional opportunity and being an early adopter of this technology is wise for any brand manager and product manufacturing company. SMS occupies a convenient and privileged place in consumer’s lives.
SMS is as fast as a phone call but less intrusive, and mobile phone users just seem to be interested in SMS messages and responding to them. When they receive good information and promotional discounts they need, stats show they respond well.
Consider some of the strengths of SMS discovered by Cellit:
- SMS engagement rates are 6 to 8 times better than email conversion rates
- SMS messages are opened 97% of the time
- Mobile coupons are redeemed 8 times more often than email coupons
- SMS messages sound on a cell phone right away whereas people only read email periodically
The Fastest way to Get a New Customer to Opt In
Once a shopper signs up and opts in to the offer, the merchant can make additional purchase suggestions involving discounts, and promote the brand as well. The immediate sale may not be as important as the CRM process and customer loyalty that will follow.
The Cellit study showed SMS users responded very well to “buy one, get one free” offers while other offers involving a free item with purchase didn’t work as well. The study provided some insights into the timing and frequency of SMS messaging to stimulate engagement and sales. To improve the performance of SMS strategies at retail, merchants should announce SMS text offers on retail POP displays (shelf displays, floor displays, pallet displays and counter displays), on print billboards, mobile auto advertising, and on websites and Social media pages.
ToysRus, the toy retailer offers its mobile phone app which includes the use of QR codes. The consumer signs up to receive SMS messages. For moms looking to save a few dollars and to arrange pickup of their purchased item, this is a very useful messaging service.
When you combine powerful, persuasive Point of Sale display advertising with SMS texting offers, you’ve got the ultimate promotional mix to capitalize on impulse purchases and build a long term customer relationship. Retailers are learning about POP & SMS are implementing it increasingly. Contact Ravenshoe Packaging today to learn more about how POP display can supercharge your retail sales.
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