The lingerie retailer is no stranger to mobile. In addition to SMS, Victoria’s Secret also uses mobile applications and mobile ads as a way to communicate with shoppers.

“SMS gives brands like Victoria’s Secret reach to run campaigns that are accessible by all mobile users,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.

“SMS provides a springboard to richer brand experiences – of course, Victoria’s Secret is known for its fashion and its models,” he said.

“Video and pictures can be used in embedded links that take the mobile user to the excitement and glamour that is Victoria’s Secret.”

Mr. Hasen is not affiliated with Victoria’s Secret. He commented based on his expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

Message incentives
Consumers are encouraged to opt-in to the company’s SMS program by texting the keyword NATION to the short code 877465.

Once users opt-in, they are sent a text message with a link that takes them to a mobile-optimized page where they can sign-up.

Consumers can enter information such as their name, email address and phone number.

Users can also visit http://vspink.mobi for a text coupon and email offers.

“Provided the call to action is clear and compelling, SMS is effective in driving new customers to an offer or to information,” Mr. Hasen said. “This often leads to an invitation to a mobile loyalty club where consumers choose to interact with brands they know and trust.

“Hipcricket research says that more than one-third are interested in joining a mobile loyalty club,” he said. “Further, the study tells us that consumers are still waiting for brands to ask them to engage.”

Word of mouth
Victoria’s Secret is getting the word out about its SMS program through a variety of ways including direct mail.

A 12-page direct mailer sent to consumers last week is headlined “Pink” and promotes bras, panties, bikinis, T-shirts, flare pants and a hoodie.

In that mailer, the Heartbreaker product page has a mobile bar code as well as the HEART keyword meant to be texted to the 877465 short code.

“SMS produces near immediate action since 97 percent of texts are opened within four minutes,” Mr. Hasen said.

“Deals via SMS break through the clutter – contrast that with the offers delivered to me via email that I will never see.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York