7-Eleven has a location just about everywhere it seems. According to the official website, there are over 50,000 7-Eleven locations worldwide, so finding a store isn't a problem. However, finding a good promotion can get even more consumers into their nearest 7-Eleven store.
Challenge: Boost downloads of official APP
To boost downloads of its official app, 7-Eleven gave away free coffee during "Free Coffee Week", to consumers that had the app installed on their mobile phones. To help increase awareness of the 7-Eleven app, the convenience store sent a text message to all their customers, telling them about "Free Coffee Week" on their dedicated short code 711711. The text message reads, "FREE COFFEE WEEK starts tomorrow! DL and scan the 7-Eleven app to get any size hot coffee FREE! Oct 12-18 only."
When a text message recipient clicks on the link, they're taken to a mobile web page (see below). The mobile web page directs the consumer to the app store to download the 7-Eleven app, where they can get access to the free coffee offer.
Solution: SMS Loyalty Program
Robert worked to build and engage a repeat customer base through text message marketing. To get customers to opt-in, Pizza Tower promoted its text program on menus, table top tent cards, direct mail pieces, social media channels, email campaigns and pizza boxes! Customers simply text the word PIZZATOWER to the number 41411 and opt-in to receive exclusive promotions through text coupons. With close to 1400 subscribers, Robert is able to send them weekly offers and boost sales.
"We are more aggressive with our offers through our text program than other channels. We have 10 standard offers that we rotate through, including Buy One Get One Free and 50% Off discounts."
In addition to offers, Robert stressed the importance of having a system in place and being consistent. "There is a schedule we keep to. Our text coupon goes out on Mondays, then a reminder text goes out on Thursdays, followed by a Last Chance text on Sundays. We give our customers time to come in when they want to eat. Then we track customers who mention that text offer in our POS system."
Results: Up to 6300% ROI with Text Message Marketing
"For every $25 we spend a week on SMS Marketing, we average anwhere from $1000-$1600 in sales. With texting, we gained another avenue to reach customers with our offers that's quicker for people to open – it's right there on their phones. It has worked well for us. People don't always read their email, but they do check their texts."
*NOTA: Pizza Tower no es actualmente nuestro cliente pero esta nota describe un servicio que nuestra plataforma puede prestar actualmente.
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