By their very nature, campus stores attract a younger crowd that uses smartphones. That fact has Follett Higher Education Group actively testing its mobile marketing ability and plans.
Follett test have indicated more than 60% of recipients of special offers delivered by text message during a slow sales period viewed details of the offer, and 9% redeemed the coupon. In addition, fewer than 1% opted out of receiving the text, according to Leeann Fecho, manager of emerging media and loyalty marketing at Follett.
The company also developed a program that created a unique personal identification number that links a customer to a transaction when redeemed with a coupon and a program that allows shoppers to simply wave their mobile phones at an in-store kiosk to retrieve coupon offers.
“Mobile presents unique opportunities to connect and consolidate the customer experience,” Fecho told a session at the Internet Retailer Conference & Exhibition 2013. “The value of mobile isn’t just about building offers or mobile commerce—it’s all of that, but while doing that and blending the in-store and online experience.”