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In 2012, the Wall Street Journal published an interesting article asking if texting can save retail.

The answer, as in any good analysis about possible future performance, was maybe, since, at that time, text-based communication for businesses purposes was still considered an interesting but new experiment.

Today, more than three years later, the answer is still ‘not quite certain,’ except that looking for strong mobile marketing solutions is pretty much a requirement for those interested in growing their business and communicating with customers the way they increasingly are interacting with the world – through their smartphones.

As to the larger saving or non-saving of your business question, that’s between you and your balance sheets. But embracing texting as a viable form of customer contact can really do a lot of good at bringing in paying customers and keeping them engaged. It can also help you get the word out in innovative new ways and solve other challenges.

Try these mobile marketing solutions.

• Bring ‘em in. Retailers always face the challenge of bringing new customers in and existing customers back. But texting via a practice referred to as geofencing, geotargeting or beaconing may help. Basically, customers who walk near your location can receive automatic texts inviting them inside for a super sale. Larger retailers can also fine-tune the message to direct users to a certain aisle or department. However, this practice does have its limitations – some customers may find the idea of a text based on proximity a little unsettling, even from a business they already like and have consented to receive promotions from. It also may require an app, which would require some extra development resources if you don’t already have one.
  
  
• Hear them out. Modern customer service can be a pain – people with complex questions or complaints don’t always like to navigate automated systems, jump from person to person on a voice call to find the right person, start a public social media discussion, or wait in line at a physical location. But allowing them to text customer service questions or comments can be useful, especially if your team responds in the same manner. Lydia Dishman, a Forbes columnist, said SMS customer service has some advantages – it won’t time out like a web chat, and employees don’t have to respond instantly like a phone call – but they also shouldn’t delay.
  
  
• Target special customers. Every customer is special. But you certainly do appreciate your “regulars” a little more – perhaps the ones who have been coming in for years often have larger than average orders or purchases. You can invite them to join a special VIP club, which includes promotional texts thanking them for their continued support, and offering special “members only” deals. (even though everyone may get the same deal just by signing up for it.)  Or if their information is in the database, you can even send them separate communications. These mobile marketing solutions will help make sure that regulars are recognized.
  
  
• Spread the word. Instead of spending big money on print, digital, broadcast or direct mail ads, you can alert your customers who have approved receiving texts. Or combine both philosophies – have a huge savings event for the public, but text your user group that they can come a few hours early for a sneak peek and deeper discounts. They’ll like getting the inside scoop and also the opportunity to save more money, which can both produce great loyalty.
  
  
•  Easy market research. Retailers regularly take huge leaps of faith how much customers will like something, or if they’ll even like it at all. For every item that sells like those proverbial hotcakes, there are boxes in the back of unwanted items that have been gathering dust for decades. Trade magazines also don’t always help – sometimes they may tell about product trends in different parts of the country, but not necessarily your local demographics. So your texting group can be a perfect sounding board for simple decisions. Text them your choices, and they can respond yes or no or Choice A or B. These mobile marketing solutions let customers feel like they’re part of the team and give you easy feedback.
  
  
• Coupons. Along with letting customers know in advance about scheduled sales, you also can provide links to online coupons in texts. Or just send a redeemable SMS coupon. Beats handing out stacks of fliers. A short deadline, like ‘this week only,’ can get people moving, or at least prepared for future promos.
  
  

The increase in people sending and receiving texts can be great news and offer great potential for retailers looking for ways to offer a better shopping experience. Trumpia can offer other mobile marketing solutions.

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