Justin Jackson

Finding the Next Channel in MCM

The latest statistics show that the 45-64 age group grew seven times faster than teenagers when it comes to texting on mobile devices. 

TEXT will soon be a legitimate channel to communicate with clients, enabling them to request a catalog, enter a sweepstakes, or buy products whenever and wherever they see an advertisement, without calling an 800 number or going on line.

Customers are already texting:

• 255.4 million US wireless subscribers
• 95% of phones are text enabled
• 92.5 million people text message, up 42% over 2006
• More than 41 million people text daily
• 363 Billion SMS messages sent, up 130% over 2006

Using TEXT as a response vehicle allows “ground floor” entry into this new channel, without concerns over privacy.  The responders have “raised their hands”.

The big player in the TEXT space is a company called ShopText.  By utilizing cutting edge technology every marketing channel becomes interactive.  By connecting retail, direct, email and mobile media with payment authentication, order processing and CRM, Shop Text creates another touch point to increase sales and improve loyalty.

Many companies have begun to offer small discounts in hopes of increasing holiday sales. To get in on this holiday boost, you can offer a promotion code for an online or in-store discount (ie: $5 off, free shipping, 5% off). ShopText is seeing anywhere from 20% to 40% coupon & promotion code redemption.

• ShopText can secure print advertising for promotion and can incorporate TEXT response into FSIs, package Inserts and in-store displays.
• Consumers who respond provide both postal and email address regardless if they use the promotion code
• Immediate revenue for holidays

Companies who have offered a package are seeing overwhelming response. For instance, in major magazine, offering a health & beauty package, sold out of 10,000 units in less than 36 hours.

• Using a package concept enables client’s to acquire new customers quickly with little risk
• ShopText can secure print advertising for promotion and can incorporate TEXT response into FSIs, package inserts and other media
• Consumers can provide credit card information to ShopText through a secured environment
• Fulfillment and credit card data is passed to clients in the exact same format they receive it today

ShopText’s use of the TEXT channel is only part of the road map for success.  Integrating the other channels and with seamless technology creates a powerful new way to interact with customers.

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