Virtually every major retail brand from Macy’s to Target to Kohl’s uses text to engage with customers. Scott Rogers of Mercantile Mobile will provide an analysis of the technology, content, best practices, message frequency and other elements that make text such a powerful tool for retail.

1. +
What
Where
Why
When
Who
Retail Mobile Messaging
Making the case for using text to connect with
consumers at home, on the go and in your store.
Thursday, November 21, 13

2. +
What is Mobile Messaging?
SMS
MMS
Works on 98% of phones
Works on 90% of phones
Benefit: Inexpensive
Benefit: Increased ROI
Limited to 160 characters
No character limit
Delivers basic offers, URLs, click to Delivers 40 seconds of video, one
call numbers and functional info
image or multiple images plus an
such as shipping alerts.
expanded character set.
Text SCOTT to 26262
Thursday, November 21, 13

3. +
Why Text?
Thursday, November 21, 13

4. +
Why Text?
Thursday, November 21, 13

5. +
Why Text?
Thursday, November 21, 13

6. +
What Are QSRs Texting?
Thursday, November 21, 13

7. +
What Are QSRs Texting?
Thursday, November 21, 13

8. +
What Are Retailers Sending?
Thursday, November 21, 13

9. +
What Are Retailers Sending?
Thursday, November 21, 13

10. +
Where Is The Audience From?
Thursday, November 21, 13

11. +
Where else?
Thursday, November 21, 13

12. +
Time of Day - December 2012
Decemb
er 2012
17
15
Lakeshore - 4
bebe - 4
A&F - 8
ToysRUs - 7
12
10
7
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Thursday, November 21, 13

13. +
Frequency - Nov ’12 - Oct ‘13
10
8
Lakeshore - 53
bebe - 38
A&F - 53
ToysRUs - 90
5
3
0
Nov12
Jan13
Thursday, November 21, 13
Mar13
May13
Jul13
Sep13

14. +
3 Cool Tactics - Pre-Roll Ads
Thursday, November 21, 13

15. +
3 Cool Tactics - Pre-Roll Ads
Thursday, November 21, 13

16. +
3 Cool Tactics - Mobile Sharing
Thursday, November 21, 13

17. +
3 Cool Tactics - CGC Campaigns
Thursday, November 21, 13

18. +
TakeAways
■
■
■
■
■
■
■
Use both SMS and MMS.
Be aware of what the other guy is sending.
If text didn’t work before, try again.
Deliver relevant content at the right time.
And with the right frequency.
Promote your text alerts wherever possible.
Try new tactics like text ads, mobile sharing and CGC.
Thursday, November 21, 13

19. +
Thanks
Scott Rogers
Mercantile Mobile Marketing
scott@mercantilemobile.com
714-742-8815
Thursday, November 21, 13