Crocs rolls out nationwide mobile coupons campaign: case study
Name and city and state of marketer
Crocs Inc., Niwot, CO
Name and city and state of agency or marketing services firm
Knotice, Akron, OH
Common short code and keywords used
Text CROCS and a Crocs store number to 63103
To provide consumers with, and get them to redeem, an instant savings coupon for 15 percent off of a Croslite purchase.
Consumers between the ages of 18-50
Crocs’ strategy is to proactively engage consumers through timely mobile communications and provide a positive value exchange for its customers
Creative call to action
“What is a foot’s bestest friend? Find out and save 15 percent off today! It is as easy as one, two, three …
“1. Text ‘CROCS 1234’ to 63103 on your mobile phone.
“2. Instantly receive a 15 percent off coupon code answer.
“3. Show the mobile coupon code to the cashier at check out.”
Signage with instructions, the store number and short code was placed throughout 185 Crocs retail locations nationwide.
Store associates were trained and motivated to support the program, spoke with customers about the mobile coupon, and encouraged them to stay opted-in to receive further communications and discounts from Crocs.
Crocs received 94,000 requests for coupons during the first month of the campaign.
Crocs plans to offer additional coupons and information via SMS to customers.
Also, Crocs plans to use SMS to drive traffic to retail locations and its Web site.
Additionally, Crocs plans to implement advanced mobile tactics such as sending targeted messaging to consumers based on anything from its previous shopping experience, purchase history, online activity and demographics.
Mobile is an extremely efficient and effective way to engage consumers.
Consumers respond well to coupons delivered to their mobile devices versus having to print and bring in an email coupon.
Engagement and enthusiasm were off the charts.
When store staff is trained and motivated to support an in-store SMS program, it is very successful.
“Crocs customers are on-the-go, very active individuals,” said Jay Custard, global online marketing director at Crocs Inc. “Being able to connect with them in a meaningful way via their mobile device allows us to create a valuable shopping experience and to have a one-on-one dialogue with our customers.
“Mobile helps us reach our customers, regardless of their location, and provide them with valuable, useful information,” he said.
“Knotice worked with us to develop a strategy that allows us to better understand our consumers through the analysis of both known and behavioral attributes and proactively engage them via the mobile channel.”