Visiting a crocs store is always an adventure in mayhem for me. It isn’t the store’s fault. The challenge comes from the 11 and 14 year old children who accompany me. There’s always something new for them to see. It turns out that the new items are EXACTLY what they desperately need. The step across the threshold begins the “let’s negotiate with mom” session.
Saturday’s visit was different. Oh, there were the cool new items and desperate need, but I was distracted by the signage all over the store. Attempts to negotiate didn’t break through my focus.
The signs encouraged me to text crocs098 to 63103 for a 15% discount.
Since I enjoy following marketing crumbs, I couldn’t resist. The response to my text read, “Coupon coming next. Msg & Data rates may apply. Reply HELP CROCS 4 help. Reply STOP CROCS 2 cancel. T&Cs: www.crocs.com/terms”
The next message was the promised coupon: It read, “Show this coupon code at checkout to get 15% off your purchase: CROCSLITE. Valid in-store today only. Thanks for shopping!”
A flash of my cell phone’s screen before the cashier yielded the promised 15% off and a reminder that replying with STOP CROCS will cancel future messages. He added that if I had unlimited messaging service I might like receiving the promotions. Overall, it was a good experience.
What crocs did right:
- Prominent display of signs with easy to follow instructions
- A better discount than the 10% offered in the mall’s coupon book
- Instructions for opting out before sending the coupon
- Cashier trained to process discount and repeat opt out instructions
- Included code (098) to identify store
If you are thinking about adding mobile promotions:
- Keep it simple
- Train your sales people before launching
- Test different offers
- Place signs all over the store
- Track results
- Capture email address at checkout*
*Technically email marketing is different from mobile, but when customers are feeling good about receiving a discount, you should ask for the opportunity to contact them. It’s a great way to continue the relationship.