Macy’s is using a combination of QR codes, SMS and mobile Web as part of its partnership with NBC’s “Fashion Star” television show to not only give consumers a chance to enter a sweepstakes, but also build up the retailer’s mobile database.
Macy’s is using SMS for a sweepstakes to give one lucky fan a trip to Los Angeles and $1,000 to spend on a shopping spree with Caprice Willard, the Macy’s buyer and show judge who is featured on the fashion reality show. The sweepstakes is part of a bigger campaign from Macy’s to connect with TV viewers via their mobile devices this year.
“The mobile strategy should be consistent with their overall digital marketing strategy,” said Marci Troutman, CEO of SiteMinis, Atlanta.
“Access to a brand’s portal through mobile simply improves the amount of consumer engagement time on the site and allows for better conversion with real time marketing and sales opportunities,” she said.
Ms. Troutman is not associated with Macy’s. She commented based on her expertise on the subject.
Additionally, users are encouraged to text the keyword STAR to the short code 62297 to opt-in to receive news about the show, as well as offers from Macy’s.
Consumers will receive three messages or less per week, per the company.
To enter the sweepstakes, consumers can text back the keywords CAPRICE or FASHIONISTA. The sweepstakes will run through May 10.
Macy’s has steadily built up its mobile powerhouse over the past few years by continuing to rely on multiple mobile channels.
For example, the retailer enhanced its iPhone app with Black Friday-specific features that were based on a consumer’s local store. Via the app, consumers were able to find Black Friday specials, create shopping lists and pinpoint where a special can be found in a local store (see story).
Mobile advertising also plays a big role for the retailer.
In August, Macy’s used mobile advertising via a partnership with Spotify to cement back-to-school sales (see story).
In addition to using mobile to increase incremental sales, Macy’s leverages the medium to build loyalty with its users.
“Loyalty programs are a valid and significant method of increasing the average ticket and shop frequency,” Ms. Troutman said.
“The use of mobile in this process with all of the unique benefits will improve customer engagement,” she said. “The key is how a brand harmonizes loyalty with offers.”
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