The holiday season may seem far off, but now is the time to start planning your attack to make this Q4 your biggest opportunity to increase your mobile subscriber rate as well as bolster customer retention.
Last year, one-third of all holiday online sales were made on a smartphone or tablet. If you ignore the fact that your audience is using their mobile devices to connect with your brand, you’ll miss out on serious opportunity.
Let’s look at how four leading brands have successfully mastered mobile marketing to boost subscriber growth and retention during the holiday sales season.
Redbox Gets Into the Spirit of Giving…and Sees a 31% Mobile Wallet Install Rate
They say you need to give in order to receive. Redbox did just that with its Days of Deals promotion launched during the 2016 holiday season.
Vibes created an Advent calendar where players could unwrap the present of the day with a swipe and get a chance to win.
Success Story: As a result of this campaign, Redbox saw 4 million entries for the promotion, as well as a 31.4% mobile wallet install rate.
Takeaway: When you give your audience a compelling reason to subscribe to your mobile marketing messages or add your offers to their mobile wallet, you will get sustainable subscriber growth like Redbox did after this campaign.
Francesca’s Drives Opt-ins and Holiday Sales With Special Offer
Knowing how important attracting customers is during the holiday shopping season, this women’s clothing brand set its sights on driving opt-ins to its mobile database. Additionally, the brand wanted to engage existing subscribers and boost holiday sales during this period.
During this season, the brand targeted both new and existing subscribers with personalized reveal offers on social media, email, and in the store.
Success Story: The brand saw a 22% growth in its subscriber list in just two weeks, as well as an 84% opt-in rate.
Takeaway: The right offers hit the mark with your audience. Don’t send a blanket promotion. Instead, target different interests and buyer behaviors with personalized campaigns to see higher conversion rates.
Hibbett Sports Sees In-Store Sales Conversion with Scratchoff Promotion
Another brand that successfully leveraged the holiday shopping season through mobile marketing is Hibbett Sports. To drive traffic from mobile into stores, Hibbett Sports and Vibes created a unique interactive mobile experience design that allowed customers to “scratch” to reveal mobile offers they could use in-store.
Success Story: A full 86% of customers clicked on the reveal offer, and of those, 62% made a purchase afterward.
Takeaway: Mobile is wonderful, not just for engaging customers on mobile devices, but also for driving in-store traffic.
Kwik Trip Increased Mobile Wallet Installs With Spin to Win Game
Convenience store chain Kwik Trip celebrated another holiday — the Super Bowl — by engaging its mobile database with a fun Spin to Win game.
Customers who played the game could win free items and gift cards in stores, and also had the chance to win Super Bowl tickets.
Success Story: Kwik Trip saw a 42% mobile wallet install rate (their goal was 30%), and 86% of users played the experience.
Takeaway: Getting your foot in the door with mobile wallet is the hard part. Create a compelling offer to get people to add your profile to their wallets, and you’ll stay there until they remove it.
Remember: the holiday shopping season is the ideal time to attract customers to your brand through mobile marketing, but your job isn’t done once you draw them to you. Hold a giveaway to drive signups, then offer personalized promotions throughout the year to engage users and bolster customer retention rates.
Check out our 2018 Holiday Mobile Marketing Trends to learn how leading brands are creating unique mobile experiences during the holidays.