Retailers are Accelerating Brand Awareness Using Mobile
Written by: Dan Slavin
Awareness is the process of creating brand awareness through mobile marketing practices culminating in the consumer signing-up for a retailer’s loyalty program.
Today, it is not uncommon for a consumer to first learn of a retailer while searching online. According to a 2013 McKinsey & Company study, 60% of consumers perform online research before purchase with 40% of the research conducted while in-store. Many analysts agree that the number of consumers and amount of time spent conducting online research will accelerate in the coming years.
So, how do retailers create brand awareness with consumers in the digital space? CodeBroker customers have experienced success using a two-pronged approach: provide valuable product information through a variety of methods such as QR codes, NFC tags, short URLs, SMS, and beacons as well as create engaging promotions.
There’s no doubt retailers need to provide consumers with online access to a variety of data including product information such as extended warranties, store return policies, or even complimentary products to extend the aisle. Access to supplemental information has two benefits: 1) gives consumers the information they requested, and 2) provides context. Context allows the retailer to present the requested information in a framework that showcases the retailer relative to competitors and the consumer’s personal interests and tastes. For example, if a consumer is researching down comforters, the product description may describe the unique quality of the down fill available only at a particular retailer. In addition, information about matching pillow shams and comforter cover can be displayed based on the color of down comforter the consumer is currently viewing and/or consumer past purchase behavior. Whether the consumer scans a QR code, bumps an NFC tag or beacon, clicks a short URL, or follows a link in an SMS, retailers who are able to deliver the requested information will truly engage with consumers in a more meaningful way.
Mobile marketing, or promotions, is another effective strategy that can be used to generate beand awareness. Whether the promotion type is a sweepstakes, voting, or one-time-alerts – types of promotions are as varied as the number of retailers – consumers willingly engage with promotions. Many CodeBroker customers have found promotion participation increases significantly if a mobile coupon, or discount, is used to entice consumer participation. More about mobile coupons in the next installment.
By providing relevant information and enticing mobile marketing promotions, consumers readily respond by signing-up to join marketing lists. All of CodeBroker’s customers use Smart Join, a well-designed sign-up process proven to deliver results. The consumer texts-in to a retailer’s shortcode and receives a text message. They click through to a web page to complete a short form and press Submit. Data captured is completely customizable – anything from a mobile phone number to a full CRM record. In addition, the mobile phone number is pre-populated and cannot be updated. A static mobile phone number ensures any mistakes a customer may make while signing up for a retailer’s loyalty program or the ability for a customer to obtain more than one “welcome” coupon are eliminated. The key to delivering a customer-rich experience is what happens after the consumer hits Submit. The consumer can: 1) Join an SMS list, 2) Join an email list, 3) Be issued a rewards number, 4) Be issued a digital loyalty card, 5) Receive a welcome mobile coupon, or 6) All of the above.
Following is a sample sign-up form template:
Using Smart Join, CodeBroker retailers have realized: up to 25,000+ customer sign-ups per day, 80% completion rate – consumers who complete the process by clicking the submit button after filling out the web form, and a 30 – 50% redemption rate – consumers who become customers by redeeming a mobile coupon at a store or online.
Bottom line, increasing brand awareness begins by making relevant information available to the consumer and finding creative ways to engage – the beginning to building a life-time customer.