Common wisdom has it that people don’t want to be pitched on their mobile phones. But some do, especially when the messages are short and they get coupons for signing up.
That’s the evidence from the CambridgeSide Galleria, a Cambridge, MA shopping mall with over 100 stores, that recently started a Short Message Services (SMS) program to spike sales.
The mall signed up 2,500 shoppers, who have produced a weekly conversion rate of 68% (that rate being the percentage who have received coupons), according to senior marketing director Nessa O’Brien. The weekly redemption rates have ranged between 18% and 25%.
The mall invited local consumers to register and get discount coupons. Local ads said,
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