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Loehmann’s drives in-store traffic with SMS program

November 9, 2011

Loehmann's SMS programDepartment store Loehmann’s is using an SMS program to drive in-store traffic and sales.

Loehmann’s is rolling out the SMS program as part of a larger digital marketing strategy that includes social media, Web and email. The SMS program is also being used to give consumers in-store rewards and deals.

“SMS is the one channel that can immediately and efficiently reach nearly all mobile users today,” said Randy Atkisson, executive vice president of sales and business development at Sumotext, Little Rock, AR.

“A simple call-to-action can engage a potential customer and reward them for participation, inspire loyalty with continued offers, scale as a program grow or segment and target consumers,” he said.

Mr. Atkisson is not affiliated with Loehmann’s. He commented based on his expertise on the subject.

Loehmann’s did not respond to press inquiries.

Opted-in deals
The SMS program is part of Loehmann’s Loyalty Insider program.

Consumers can opt-in to Loehmann’s SMS program by texting the keyword INSIDER to short code 46620.

As an incentive for signing up for the service, consumers are given a coupon for 10 percent off a purchase at Loehmann’s retail locations.

Consumers who opt-in to the program will be sent a maximum of five SMS messages per month from the department store.

Loehmann’s is promoting its SMS program through calls-to-action on multiple channels, including direct mail, digital and social, which are all main pillars of Loehmann’s marketing strategy.

“SMS provides flexible tools that retailers can use to fill in slower traffic periods, geo-target customers on-the-go and most importantly, complement and enhance all the other marketing efforts for the brand,” Mr. Atkisson said.

Loehmann’s has a heavy social media strategy via Facebook and Twitter and is in the middle of launching its ecommerce Web site.

Loehmann’s has also tested digital catalogs by converting static print materials into digital PDFs.

Text nation
The company is not the only retailer using SMS to target specific consumers.

Most recently, Target used SMS to help recruit employees for the holidays (see story).

Using SMS as a way to drive in-store traffic is a smart move by Loehmann’s.

Additionally, a coupon gives consumers a reason to visit a store and will further engagement in the future.

“The immediacy of SMS allows a brand to deliver time-sensitive and location-specific offers to customers when they are most likely to act on them,” Mr. Atkisson said.

“Pairing SMS offerings with solid CRM knowledge and putting relevant content in the hands of your best customers will bring them back to your store and ring the register, plain and simple,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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