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.”