What Retailers Need to Know to Drive Holiday Sales

On the first day of August, my CEO came to me demanding higher ROI for the holiday season in a time when consumers are using every trick possible to locate the best deal, even from inside one’s own store. Sound familiar? You are not alone. While everyone else is planning Labor Day parties, retailers are laying the groundwork to drive holiday sales among the connected consumer.

The significant shift in marketing this year is in consumer behavior – especially in mobile usage. Driven by a huge increase in smartphone adoption, consumers are relying on their mobile phones throughout their day to send messages to friends, answer email, update their social profiles and, most importantly, enter the purchase cycle – from product research to online and in-store buying.  No one is feeling the affects of this mobile revolution more than today’s retailers.

With endless amounts of much information at their fingertips, modern consumers are taking full advantage of this unfettered access to ensure that any decision they make is the best one possible. Shoppers ask for advice on social networks, they read reviews and “top 10 best” articles and blog posts, they receive daily deal emails and then they go to brick and mortar stores only to showroom – standing in store to see the products but reading product reviews on their mobile phone and looking up which ever store offers the best deal.

Today’s retailers must find new ways to interact with customers on their ever-tethered mobile device.  Apps, QR and SMS/MMS messaging are three of the most often used tools of this trade supported by mobile website as an anchor for these mobile efforts.  But will they drive sales this holiday season?

Apps can open the doors to drive interaction, full navigation and video content.  But app development and maintenance is expensive, and with an estimated 2,000 new apps launching every day, discovery can be tough. And unfortunately research shows that consumer interest wanes quickly for all but the most creative or essential apps as 26% of consumers use a downloaded app once before abandoning it (Source: Localytics).

QR codes provide another opportunity for rich media engagement but with high user requirements such as owning a smartphone and scan app. Lackluster initial content such as an SMS message with a link, causes additional friction for the user. The QR codes also don’t allow brands to easily re-market the user unless the consumer is motivated to take additional steps to fill out registration forms – not a simple feat on a mobile phone.

SMS and MMS marketing, on the other hand, provides today’s marketers the largest potential pool of users and has the least amount of user education required.  SMS/MMS message marketing allows your brand and store to send coupons, product information, and videos about the latest Holiday collection.  Also, with strict rules and regulations enforced by the MMA (Mobile Marketing Association), CTIA and cellular carriers, text messages can only be delivered to customers who explicitly opt-in and give a company permission to send them text messages.  These regulations have two great side effects – they shelter the consumer from SPAM and they ensure that brand database members are have expressed a desire to interact with the brand.

Retail marketers who take advantage of easy to use, customer-centric branded MMS marketing programs are the ones who will drive significant ROI this holiday season.  How?  Check out Mogreet’s guide to driving holiday sales with SMS/MMS.

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About Mogreet
With all of the clutter and confusion about mobile marketing and MMS message marketing on the internet, this blog is to help you with news and tips in mobile marketing. About Mogreet We help brands & agencies communicate via mobile messaging - in vibrant video, images, & audio MMS. Text MMS to 21534 for a live MMS demo. Msg&Data rates may apply.

One Response to What Retailers Need to Know to Drive Holiday Sales

  1. Whats great about SMS/MMS is that it shares the same benefit of app development — customers have to download app or opt-in as it relates to MMS — but doesn’t have the drawbacks of an app or QR — where the customer has to have a state of the art smartphone to participate

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