When it comes to keeping the attention of students for their back to school purchases, retailers of all sizes must be creative. The Container Store College 2023, a campaign by TCS, aims to build on the success of last year with a mobile-based engagement strategy to boost sales among college students.
Using TCS is the key to ensuring that TCS remains at the top of the class, even for younger students. Vibes You can customize SMS, MMS and in-app messages. TCS uses Mobile Wallet Marketing to provide college shoppers with discounts on their back-to school purchases.
Mobile marketing was prioritized by the retailer during the return to school season due to the success of their 2021 and 202 college campaigns. Subscription selling Also, the sales were boosted and they received a grade of A.
The Container Store, for example, enrolled 121,000 more subscribers last year than in 2021, a 61% increase. In 2022, the revenue attributed to mobile devices was three times higher than it was in 2021.
Specialty retailer known for its custom spaces and organizing solutions. In 1978, it opened with a new concept, selling organization and storage products as well as other solutions, such custom closets.
Innovative marketing strategies are working for the store. The Container Store’s innovative marketing strategy is working. More than half the subscribers they acquired through their College 2022 campaign are still on their main list of SMS marketers, and continue to receive promotional messages from The Container Store.
The back-to school season is an important time for us. Sydney Hamilton, senior digital marketing director at The Container Store told E-Commerce Times that to stay ahead of competition, they focused on a digital-first approach and updated their loyalty program in order to target parents and college-aged students.
She also said that TCS had decided to create an application to attract more of these clients through Mobile Wallet and push messaging.
Omnichannel Shoppers Can Benefit from Mobile Marketing
The retailer has more than 10,000 items in its stores across the country. It claims that these products are meant to “transform lives” through the “power of organization.”
The marketing team wanted mobile messaging enabled to ensure that customers would use both the app and promotional offer during the three month back-to school campaign. It was specifically looking to ensure that the new app could be used for communication and purchases.
The retailer also hoped to retain and attract omnichannel customers. The messaging strategy followed app users and subscribers from their device to the channel of in-store purchase.
Hamilton stated that “we wanted to improve the mobile experience” for students of college age by increasing the number of mobile channels, and boosting mobile revenue.
In today’s tough economy, the nationwide marketing campaigns seem to be resilient in changing consumer attitudes and shopping habits.
Personalization Hamilton says that brands such as TCS are driven by the ability to customize marketing communications.
She suggested that “mobile marketing takes into account personalization, targeting and helps brands create a more positive consumer experience.”
Vibes Partnership
It was crucial that the push and subscription plan worked effectively by aligning mobile messaging with omnichannel communication in summer 2021.
Vibes is a Tier 1 messaging service provider that TCS chose to partner with in order to meet its needs for mobilizing its workforce. customer loyalty revenue-producing goals. Hamilton says that its approach was effective in attracting and engaging college students and their families during the back to school season.
She explained that Vibe’s mobile engagement platform allows marketers to connect seamlessly with their customers by using an automated platform, which is data-rich and beautifully optimizes their SMS, Mobile Wallet, and MMS campaigns.
TCS was able to unify all of its mobile marketing programs under a single, comprehensive program by combining the physical and digital worlds. This approach received high marks. Hamilton added that TCS targets primarily parents and college students who are looking for gifts for their kids.
“Instead, of sending generalized messages to the college audience, we could tailor messages that were relevant. The Container Store, with the help of Vibes developed a plan to send relevant SMS and MMS offers to the correct people at the appropriate time. “SMS also makes it simple for customers download its app and join its loyalty programme,” she said in regards to the impact of the CX.
Privacy and Personalization: Balancing the two
Vibes is a marketing company that was founded in the year 1998. It helps companies across retail and services industries. Alex Campbell, Vibes’ co-founder, chief innovation officer, and co-founder of the firm, says that Vibes’ software solution is a way to address both consumer concerns and marketer management needs for mobile advertising.
“First and foremost consumers are concerned about their privacy, the use of their data and what marketers will do with it. The trend has only grown in recent years, and it will continue for many more years.
SMBs face a major challenge when it comes to delivering mobile experiences. It is important that you reach out to customers at the right time and in the best way.
Campbell suggests that “to do this, a communication channel like an SMS, or push notification must be fuelled by data, to ensure that the marketing message is personalized to individual consumers.”
