Thursday, 21 April 2011 15:07
The Southwest Florida Moe's Southwest Grill franchise ownership group wanted to create an ongoing campaign to connect with their consumer base through mobile messaging to increase the frequency of visits.
One of the locations in particular had noticed that Thursday's sales were softer than the other days of the week. Powered by Text2VIP, it sent a “One day only” offer at 10am on a Thursday to several thousand members of its mobile VIP club for a “Burrito and a drink for $6,” and within an hour there was a line forming at the door.
Moe’s selected Text2VIP to improve customer loyalty through text message marketing. Text2VIP created signage for the locations to entice people to sign up for mobile messaging alerts. The initial incentive offered patrons a free fountain soda for joining each location's text club. This location was able to sign-up 1,000 new members in the first 60 days of the campaign. Unique keywords and dynamic expiration dates were used to facilitate and execute the opt-in offer.
The immediacy of the consumer response is one of the most compelling takeaways by the franchise owner. The single day redemption rate was 26% for this offer. During peak dining hours, the number of redemptions exceeded 30 per hour or one SMS coupon for every two minutes.