Last weekend Bi-Lo sent out a College Football-themed text message promotion to 6,000 shoppers in Columbia, SC, prompting them with ways to throw a great tailgate or house party before the big University of South Carolina vs. University of Alabama game. Incredibly, these text messages were opened by 38% of the recipients, all of whom had opted into the mailing list, without offering any coupons or material discounts in their stores. It would be very interesting to look at what the great response in people reading the texts translated to in terms of promotion-related sales dollars, but the number of people who read the message highlights the power of relevant and timely interaction; when retailers can provide their customers with useful information, exactly when they need it, those customers are exponentially more likely to listen and react.


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