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Tanger Factory Outlets builds mobile database via Thanksgiving text-to-win effort

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November 13, 2012

The Tanger Factory Outlet iPhone app

As part of its marketing activities for Thanksgiving weekend, Tanger Factory Outlets is running a text-to-win sweepstakes giving shoppers a chance to win a shopping spree worth $1,000.

The mobile sweepstakes is part of a broader Thanksgiving effort that includes an app giveaway, with shoppers who download the Tanger app for iPhone or Android receiving a free holiday compact mirror between Nov. 1 and Nov. 30. App users will also be able to access special offers from Tanger Factory Outlet stores throughout Thanksgiving weekend.

“SMS is a fun, fast and effective way to engage our customers leading up to and during the busiest shopping weekend of the year,” said Quentin Pell, director of public relations and communications at Tanger Outlet Centers, Greensboro, NC. “Using a text-based opt-in entry method gives them a quick way of entering a contest vs. a traditional long form.

“Other than entering the contest our main goal is to grow out Tanger Text Deals database,” he said. “Last year we increased our list by 30 percent over the holiday weekend.

“With a 95 percent read rate on text messages our Tanger Text Deals program has become a very important and growing digital channel.”

Building a list
Shopping events such as Thanksgiving weekend are a great time for retailers to build their mobile opt-in databases because foot traffic increases significantly. Then, once shoppers have opted in for the mobile text messaging program, retailers can continue to message them throughout the year to drive additional foot traffic.

For the Text To Win Moonlight Sweepstakes, customers using mobile devices will have the chance to win one of four $1,000 Tanger Shopping Sprees during the After Thanksgiving shopping weekend.

To enter the sweepstakes, shoppers 18 years or older can text SHOP4ME to 74700 to join Tanger Mobile Deals and automatically be entered.

Winners will be chosen by 9 am every day from Nov. 23-26, with instructions on how to pick up their gift card at the nearest Tanger shopping center.

When shoppers enter the contest, they receive a response text that drives them to the Tanger Outlet mobile site, where they will find additional offers and sales.

Year-round strategy
Tanger Factory Outlets will open at 10pm on Thursday, Nov. 22. A Moonlight Madness Sale will offer shoppers the opportunity to take advantage of savings before the Black Friday rush. All Tanger Outlet stores will offer special deals beginning Thanksgiving night and continuing throughout the weekend.

Shoppers can also take advantage of additional savings by downloading Bonus Savings Passes from the Tanger Factory Outlet Web site by Nov. 21.

There is also a social media promotion encouraging shoppers to help Tanger Factory Outlet reach 700,000 fans on Facebook by Nov. 20 for a chance to win a shopping spree.

“Our mobile channels have become very important to our overall strategy throughout the year not just over the holiday weekend,” Mr. Pell said. “Our goal is to provide an engaging, consistent experience across all our digital channels.

“Using our mobile Web site or our custom smartphone and iPad apps our shoppers can access the latest sales and coupon information, access center information or locate a store on our interactive maps,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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