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2017 Flashback: 4 Things Retailers Learned from their Mobile Marketing Strategy

While it’s our nature to look forward toward the blank canvas of a year ahead, it can also be beneficial to reflect on the past year and lessons learned. Mobile marketing had a great year in 2017, and it lay the foundation for an even more successful year in 2018.

Let’s look at a few of the lessons that retailers gleaned from mobile marketing that you can take with you into the future.

  1. Mobile Engagement Programs are Key for Engaging with Customers

When you create campaigns that require users to get involved, like with Redbox’s Holi-Days of Deals Campaign, not only do you encourage customers to get excited about your brand, but you also leverage valuable data you can use to shape future marketing campaigns.

Redbox’s campaign let users swipe their phones every day for a chance to win a prize. They were also given promo codes in the campaign, and 2.7 million of those codes were redeemed. Not bad. The brand also learned which locations customers were renting videos from, as well as which days of the week they rented the most.

This data is easy to collect, and your customers won’t even realize they’re giving it to you when you develop a mobile engagement strategy that is fun and interactive.

  1. SMS Drives Significant In-Store Traffic

Retailers learned last year that if they wanted in-store traffic, SMS marketing was the way to go. Because of the immediacy of the response (97% of SMS messages are opened within three minutes) you have the potential to have shoppers in your store before the digital ink dries on the offer.

And when combined with email marketing, SMS has an even bigger impact: 92% of SMS subscribers also subscribe to a brand’s email messages, and 6% of those convert. Marketing across channels certainly pays off, we learned in 2017.

  1. Mobile Wallet is a Hidden Gem

If there was one superstar in the mobile marketing world last year, it was mobile wallet. Though there is still much potential for brands to explore how to leverage the wallet as a marketing tool, already we are seeing consumers begging brands to give them more offers and coupons via mobile wallet.

Beyond allowing consumers to pay for transactions with their phones, mobile wallets are a powerhouse for the loyalty rewards industry. Shoppers can save their loyalty card data to their wallets, removing the need to tote around a purse full of plastic loyalty cards. Loyalty points are updated at the point of purchase, and members can redeem special offers or loyalty rewards with just their phones.

But does it pay off? It certainly does. At Vibes, we’ve seen conversion rates as high as 65% with mobile wallet strategies.

  1. Automatic Loyalty Enrollment Boosts Loyalty Program Success

Another component of the mobile wallet that retailers learned the benefit of in 2017 is automatic loyalty enrollment, or ALE. Rather than shoppers having to take the time to fill out tedious paper loyalty program applications when checking out, they can simply tap their phones to the point of sale terminal and have their contact information populate the fields in the retailer’s mobile wallet profile.

This expedited process increases loyalty enrollment and streamlines the checkout process, which is no longer bottlenecked when a shopper joins the program.

Certainly, we will see even more new and innovative mobile marketing strategies in 2018. But the foundations laid in 2017, as well as the successes retailers achieved, will help us all move forward in providing better value to customers and getting detailed insights on their preferences in return.