How retailers can use SMS to gain a competitive advantage
February 2019 is a very important month for the retail industry. This is because it coincides with London Fashion Week,
which runs from Friday 15th February until Tuesday 19th February. The event,
featuring extravagant parties and catwalks, will contribute to a significant spike in retail spending.
One way in which you can gain a competitive advantage and generate sales during this period is by using SMS marketing, which has grown in popularity in recent years. Business2community states that
“texting right now is where email was in the late 1990s and where social media was just a decade ago".
Since consumers are now turning to mobile to make purchases, texting gives you the perfect way of getting your
message across directly. Over the six-month period ending December 2018, 79% of smartphone users made some form
of purchase using their mobile device. Imagine being able to send these users a quick text to inform them of a new sale or product launch? Well thanks to SMS marketing, you can do that very quickly and easily.
One major benefit of SMS marketing is that it provides you with a platform to increase sales, by targeting both loyal and new customers. This can be achieved through various campaign techniques, which we will discuss shortly. Having a strong SMS marketing strategy can increase sales due to its high open rates. Additionally, customers are likely to open your text campaigns quickly, with findings showing that
95% of all text messages are read within 3 minutes.
Before starting an SMS campaign, it is important to first understand the demographics of your customers.
Perhaps you sell clothing aimed at teenagers? Or maybe you sell to over 60s? Retail has a wide audience and
it is therefore key that your text messages have the right tone. Remember,
75 per cent of people would like to have offers sent to them via SMS,
rather than see adverts on mobile apps or whilst they're browsing the internet, so you already have a head start on generating sales. The next thing to do is to send out that first campaign and monitor the results! Below we look at four different ways that you could use SMS marketing to communicate with customers.