 Belle
Tire drives sales, loyalty through mobile marketing
Belle Tire, the nation’s eighth largest tire
retailer with 84 stores in Michigan and Ohio, reports it has
experienced a sales lift and seen an opt-in rate to its loyalty club
of 77 percent in an integrated and sustained mobile marketing program
such as LoyalTXT.
Established in 1922, Belle
Tire (
www.belletire.com ) tried mobile marketing for the first time in
2009 when the retailer decided to add a mobile component to its
traditional media buys and marketing with local sports teams - the
Detroit Red Wings, Detroit Pistons and Michigan State Spartans.
Belle Tire first offered a free set of tires in a text-to-win
promotion where consumers texted in the word TIRE to Belle Tire’s
short code. All who entered received a $20 off mobile coupon.
Participants were then invited to join the Belle Tire “Advantage Club”
– and 55 percent opted into the club.
In a follow-up campaign,
77 percent of participants subsequently joined the mobile “Advantage
Club.” Belle Tire conducted multi-variant analysis to determine which
ad executions and channels were most effective and produced the best
ROI.
“We are extremely pleased with the results we’ve achieved
to date to integrate mobile marketing into our existing advertising
campaigns,” says Don Barnes, marketing manager at Belle Tire. “By
adding a mobile element, we were able to track which ads were the most
successful, which helps us to better plan our budgets for future
campaigns. In addition, we’ve gained a database of customers who we’re
now able to communicate with on an ongoing basis – this hyper local
mobile engagement is very valuable. We like to reward our loyal
customers, and mobile has been a great venue to help us do it – more
so than email and other types of campaigns we’ve tried.”
Moving
forward, Belle Tire has plans to better the overall customer
experience through mobile customer surveys and service reminders.
Also, the company plans to run campaigns to reward “Super Fans” of
Belle Tire with tickets to sporting events and other offers.
According to the Yankee Group, 73 percent of consumers want mobile
coupons. Belle Tire is strategically starting with mobile coupons,
then building its database to reward loyal customers.
MotorSource
May 2010
Find out
Why You Should Use LoyalTXT,
How it Works,
the low Cost, and how to
Apply Now
|
