Engaging with Mobile Millennials
Written by: Joe Pappalardo
Millennials: they’re between the ages of 20 and 34, wired, and comprise 25% of the U.S. population with over $200 billion in annual buying power. To get their attention you need to be fun, entertaining and original. If you want to build brand loyalty with Millennials, CodeBroker retail customers have found the following investments guarantee results.
Increased customer engagement.
Personalization has the ability to revolutionize the way you interact with your customers. If using SMS to communicate with mobile Millennials, 160 characters forces you to create succinct and witty messages. Creative copy combined with customer information you gleam from your CRM will provide a truly meaningful customer interaction.
Depending on your business, there are different ways to personalize:
- Past purchase behavior – deliver additional savings on frequently purchased items. One retailer routinely sends mobile coupons to customers based on inventory levels. Customers who have previously purchased an item will receive an offer when inventory levels are too high. They have found that delivering an offer to buy two, get one free is extremely effective in both reducing inventory levels and generating additional revenue.
- Personalized alerts – information such as “your order is ready for pick-up” or “Stephanie, just a reminder you have a fitting appointment on Thursday at 5 PM” are terrific ways engage with your customers. Based on a survey conducted by Harris Interactive, 81% of US digital shoppers surveyed said they were at least somewhat likely to make additional purchases, either online or in a store, as a result of targeted promotions.
- Message delivery – letting your customer determine when to receive messages provides another level of personalization further increasing engagement rates. According to Rosetta Consulting, businesses that routinely employ personalization are 2.2 times more likely to realize increased market share. Delivering messages in a customer’s channel of choice is another form of personalization. Creating a true omnichannel experience means messages and offers will both look and behave the same whether they are viewed in SMS, mobile web, a retailer’s app, email, social, Passbook, or an online shopping cart.
Drive in-store revenue.
Many retailers have found that mobile messages and offers lets them create a sense of urgency with their most engaged customers as evidenced by redemption rates of 30-50% for on-demand mobile coupons and up to 10% redemption on offers sent to marketing lists. The combination of time sensitive offers and message copy is all you need to motivate your customers to act. For example, our retail customers have realized significant revenue gains when delivering a high-value offer on Thursday that expires on Sunday.
Fun Facts to Tweet
- CodeBroker retail customers have seen 25+% redemption rates using personalized offers. Tweet