Faith in SMS Pays Off for Fashion Footwear Chain

Fashion footwear retailer Faith required an interactive platform to power mobile marketing campaigns to enable the brand to communicate to its ever-growing database and mobile opt in customers. The purpose of each SMS campaign would be to provide new product information and promotional offers to drive footfall into high street stores and build brand loyalty.
To run the campaigns, it selected Mobile Interactive Technology’s (MIT) MIDAS Communicate platform. All opt in consumers received a text message containing a promotional code, which was redeemed in-store or online to claim their offer. To comply with industry regulations, the platform offers the facility for consumers to unsubscribe from the service at any time.
There were two separate campaigns, both of which ran online and in-store. Firstly, a ‘Friends and Family’ promotion offered 25% off full-price products, over a three-day period. The second promotion, run in conjunction with a high circulation fashion magazine, offered 20% off full-price products over a six-day period. SMS interactivity ran across both campaigns, and delivered impressive return on investment, brand engagement and customer loyalty.
The SMS campaign contributed to 47% of the uplift in revenue delivered by the Friends and Family promotion. It also contributed to 30% of the uplift in revenue delivered by the fashion magazine promotion. Over 70,000 SMS messages were distributed throughout both campaigns, with the redemption of promotional codes higher for the second campaign.
“SMS marketing has proven to be an extremely successful revenue generation tool for Faith,” says Faith’s Head of e-Commerce, Talin Vartevanian. “It is quick to set up, and once launched, the message is instantly communicated to the customer, which is especially beneficial if they are already out shopping. This makes SMS particularly strong at driving footfall in-store, but has also proved to be very effective in increasing online traffic. Licensing Mobile Interactive Technology’s (MIT) MIDAS Communicate platform has enabled Faith to have 100% ownership of all campaign delivery from start to finish, including real-time stats reporting.”