Retailers are successfully using SMS campaigns to build their mobile opt-in databases as well as to drive in-store and online traffic, according to a new report from Cellit.

Text messaging has replaced the phone call as the preferred method of communication. In fact, in 2012, wireless carriers are likely to handle more text messages than mobile phone call minutes.

NEW YORK – A General Growth Properties executive at Mobile Commerce Daily’s Mcommerce Summit conference said that mobile is helping the mall operator build a relationship with shoppers and, as a result, help drive sales and traffic for its retail tenants.

Department store JCPenney is continuing to prove that mobile plays a critical role in its marketing efforts by running a time-sensitive SMS campaign that promotes its Easter dresses.

The customers of 2012 are not the same as those of 2009 and they bear no resemblance to those of 2000.

Macy’s is sending out SMS messages to its customers that promote exclusive looks from NBC’s “Fashion Star” show and let consumers shop them through their mobile device.

Coca-Cola’s Coke Zero is running an interactive SMS program that rewards users with prizes when they watch March Madness games.

Fast casual restaurant Buffalo Wild Wings is continuing to build its mobile presence with a multichannel digital strategy aimed at March Madness fans.

Retailer New York & Co. is tapping into its SMS program to remind loyalty program users to use in-store points.

WASHINGTON – An executive from The Humane Society at the Nonprofit Mobile Day said that its mobile traffic grew 137.8 percent in 2011 after rolling out an optimized site in May.