SMS Coupons

I text on my phone on rare occasions, usually when I need an immediate response like, "where are you?" It seems like a crude way to do advertising, unless its contextual as in the case of Placecast and the like. But its one advantage is that every mobile phone supports SMS/texting, so it has maximum customer reach.

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The NRF Blog is reporting two successful SMS campaigns for Ashley Furniture and Planet Funk claiming huge paybacks. On a small scale, this is quite believable, but I wonder if campaigns are scalable and sustainable. That first coupon for a "secret sale" might be enticing, but will the 5th one also have such pull?

It seems to me that SMS is all about immediacy, so text me if I need to act in the next few hours. If I'm walking toward your store, text me a coupon. If your super sale is ending today, text me a reminder. If a storm is coming and I need to stock up, text me suggestions. But don't use SMS when email or snail mail works just as well.

But I understand there are people out there that hardly touch email and only separate from their phones to shower. So I suppose that demographic will better appreciate these efforts.

Comments:

I hate to receive a message that reads: "This week only we offer some promotion to some customers. Some restrictions apply".

Posted by Dave on March 29, 2010 at 10:46 AM CDT #

Besides people hate all forms of advertising in some way. SMS ads are just too intrusive.

Posted by Dave on March 29, 2010 at 10:48 AM CDT #

I find it impressive that any company is having success with sms. Admittedly I subscribe to a daily text that I reply to for entry in a drawing but I still have not figured how that is of any advantage to the company. At least I am engaging.

Posted by guest on March 05, 2012 at 04:27 PM CST #

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David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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