More Retailers 'Texting' Younger CustomersApr 27, 2009 1:00 AM MDT
Edition: Tech Talk Tuesday
Since young customers are so comfortable with mobile technology, retailers are embracing the emerging channel in hopes of reaching their target audience.
More Retailers 'Texting' Younger Customers
Chain Store Age:
By Samantha Murphy
Since young customers are so comfortable with mobile technology, retailers are embracing the emerging channel in hopes of reaching their target audience. Urban-clothing retailer Downtown Locker Room (DTLR) is one retailer leading the charge.
The Hanover, Md.-based retailer, which operates 65 stores throughout the East Coast and Midwest, is communicating with its Gen Y customer base via cellphone. But to ensure it captures the attention of this fickle shopping segment, DTLR is using this demographic's communication tool of choice: text messages.
DTLR hooked up with Vesta Mobile Solutions, Baltimore, in March to power this mobile marketing program.
"As our customers become more tech-savvy, they expect and want instant gratification," Jeff Bowden, director of marketing at DTLR, told TechTalk Tuesday. "They also want it to come to them easily. Mobile marketing is a great and effective way to directly send information that shoppers want to know about, and they can receive it in a timely manner."
The messages, targeted at its core-customer base of male shoppers ages 13 to 21, are helping the retailer market its urban-inspired footwear, apparel and music. The program is still in the early stages, but DTLR realizes it is important to evolve the program now as "mobile technology continues to become a part of everyday life," Bowden said. "That's why it's important to secure our spot as an early innovator."
To kick off its "Mobile Club," DTLR began sending "awareness" text messages about new inventory to members who opted into the program. And more recently, the retailer has sent exclusive discounts and coupons to its Mobile Club Members.
DTLR has also used mobile marketing to lure consumers to its locations for in-store events, which often include appearances from celebrities and recording artists. DTLR also uses these special events to promote its Mobile Club to non-members in attendance.
The best way for mobile programs to be effective, however, is to remain mindful that these shoppers are only interested in information that is of interest and relevant to their day-to-day lives, Bowden said.
As shoppers sign up for the program, DTLR continues to build a database for future use. By measuring its shoppers' preferences, the company expects these messages to drive store traffic and boost conversion rates.
"We are starting to see some positive results, but it has been difficult to get people to sign up for information," Bowden said.
"It's always easier to get people to sign up when there is something they can win," he said. "We need to enhance our internal systems before we can really feel the affects of this technology. But we will continue to find new and exciting ways to get them to enroll."
Despite its adoption challenges, Bowden is confident that DTLR is on the right track. "When everyone else gets into the game, our customers will remember that we started this way back," Bowden added. "It gives us credibility and lets them know we are always thinking of new things-whether it's with our products or marketing."
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