CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
The retailer, famous for its footwear, is offering shoppers a 15% discount on any purchase via text message. In two months time, Crocs has received 94,000 text requests for the coupon from customers shopping in its 180 U.S. stores.
Crocs is in the midst of an aggressive branding campaign promoting Croslite, the material it uses to make its famous footwear. One aspect of the campaign, text message coupons, has proven so successful that the retailer extended the offer past its original one-month lifespan.
Signs in Crocs’ 180 U.S. stores promote a 15% discount on any purchase—no limit, no minimum. To get the discount, customers text “Croslite” to the retailer’s short code, an abbreviated telecommunications number. Within seconds they receive a reply text message with the coupon, which contains a code that a cashier enters at checkout.
In two months time, customers have made 94,000 requests for the coupons.
“Customers have taken to text messaging because it provides instant reward, instant gratification. They are taking an action and getting instant value,” says Bryce Marshall, director of strategic services at Knotice, a digital marketing firm that facilitated the mobile marketing campaign for Crocs. “Not only does this help with the branding of the Crocs products, it’s a good way to drive a purchase in-store.”
One advantage of promoting the offer through signs in stores is that consumers do not have to opt in to a text message marketing list to get the discount. This campaign is a trial run for a more comprehensive text message marketing program with weekly offers.
“The campaign has been really effective at getting consumers and retail staff comfortable with the process and trained at how to use it,” Marshall says. “There is a comfort level that has been established that Crocs will benefit from as we roll out more programs.”