In “SMS marketing in your branch” series we’re showing examples of SMS marketing in various branches. We’re showing how it helps in running the business, improves customer support, raises brand awareness and increases revenue. This time we’re focusing on fashion, shoes and accessories market.

SMS marketing is one of the fastest way to reach customers fast and efficiently. Unfortunately – retailing doesn’t seem to see this communication channel potential. You’ll find few helpful tips below:

1. Collect your own number base

This is one of the most important issues! Many companies decides to buy number bases. But, let’s be honest – such numbers are not your targeted audience, that’s why you can’t expect from that contact base to be effective as you’d like it to be.

SMS campaigns directed to your, even potential, customers are noticeably more effective – up to 30% more people are responding to send a message! Where can I find such dedicated contacts, you might ask. Well, it can be quite easy, actually. Especially in the fashion market.

Customers like to sign-up for different kind of loyalty programs and while doing so – they leave their personal data, including phone number. It’s the easiest and fastest way to start building your contact base.

Always remember to:

• get your customer consent for marketing purposes;
• obey all personal data processing rules that apply in your country.

2. Use discount coupons

Although checking e-mail via smartphone is getting more and more popular, it’s still not as common as SMS inbox on each phone. That’s why it’s wise not only to send discount code on e-mail, but also through SMS. Codes provided in such way are very convenient – we’re not leaving without our phone, so received codes are with us all the time!

3. Send personalized messages

Customers like to be treated in special, direct and individual way. Modern marketing is based on personalized messages and offer. Targeting and basic segmentation (sex, age, city etc.) might just not be enough. It’s crucial in fashion market, that is strictly bounded to someone’s style or self-esteem.

How do you think, which message will convince your customer?

4. Consider time and localization

Fact that your customers gave their consent to receive information through SMS, doesn’t mean they want to receive them daily (and in the middle of the night). Clothes collections rotate fast. Use this to inform your customers about sales and upcoming new collections. Inform about season sale, on which you can give extra discount in SMS.

But you must be careful – nobody likes to receive too many promotional messages, your brand might suffer if you’ll be too insistent. You should avoid over-sending, just like you should use with moderation any other communication channel.

Always remember to personalize messages you sent. If you have many shop spots, and one big contacts database – divide it into smaller, but more precise parts that involves your shops localization.

If you have a lot of shops, you can also use one message template using variables relating to the location of the nearest store. Customer from London won’t be glad to receive a special offer that applies for a shop in Liverpool only. Sending irrelevant notifications is as same bad as sending them with high frequency.

5. Listen to more experienced in SMS marketing

Look around you – there are many companies that are using SMS marketing, and they simply now how effective (if used properly) it can be.