Crazy footwear brand Crocs
has had such success with an in-store mobile couponing promotion, that the company has extended the limited one month trial across all its 180 US stores, after customers made 94,000 requests for the 15% off offer.
The promotion involves signage in-store that prompts shoppers to text “Croslite” – the name of the material the shoes are made of – to a shortcode. They then receive a coupon back that contains a code. This code is then entered at the checkout to get the discount.
“Customers have taken to text messaging because it provides instant reward, instant gratification,” says says Bryce Marshall, director of strategic services at Knotice, the digital marketing firm that facilitated the mobile marketing campaign for Crocs. They are taking an action and getting instant value. Not only does this help with the branding of the Crocs products, but it’s a good way to drive a purchase in-store.”
One advantage of promoting the offer through signs in stores is that consumers do not have to opt in to a text message marketing list to get the discount. This campaign is a trial run for a more comprehensive text message marketing program with weekly offers.
“The campaign has been really effective at getting consumers and retail staff comfortable with the process and trained at how to use it,” Marshall says. “There is a comfort level that has been established that Crocs will benefit from as we roll out more programmes.”