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Vienna Beef builds loyalty via SMS initiative

Vienna Beef is rewarding hot dog fans with offers from their favorite local restaurants via a mobile CRM program.

Vienna Beef has been using mobile coupons for ts vendors since April 2010 and has sent out 600,000 mobile coupons. Vienna Beef is working with mobile marketing company Vibes on this campaign.

“Vienna Beef uses mobile as a value-added service to its vendors and restaurants,” said Alex Campbell, cofounder/CEO of Vibes, Chicago.

“Mobile is used as an additional communication channel with customers, as well as to drive sales and foot traffic to locations,” he said.

Mobile beef
Vibes has powered Vienna Beef vendors across the United States with the ability to send mobile coupons via SMS.

Each vendor that chooses to participate in the campaign receives a unique keyword that users can text to the short code 31901.

Users then receive an SMS message asking them to opt-in to the program to start receiving offers.

The offers are sent via a text message and users can show their mobile device at the point-of-sale to redeem the offers.

Many of the SMS messages sent to consumers feature an incentive such as a free drink with purchase or a free hot dog.

Consumers can also opt-in to Vienna Beef’s SMS program in addition to the vendor-specific programs.

Mobile calls to action for the SMS program are promoted with in-store signage that encourage users to sign up for the program.

Text rewards
Using SMS, Vienna Beef is able to send out targeted, local deals to consumers.

The company has the ability to alter and change SMS programs based on what kinds of things are selling at their specific stores, which helps the restaurants develop a targeted SMS program.

Vienna is not the only company using SMS to build loyalty.

Elizabeth Arden’s Red Door Spas recently began rewarding loyal guests via SMS messages with deals (see story).

The ubiquity of SMS gives brands and retailers a way to reach as many consumers as possible, which can help develop a deeper marketing relationship for local and broader marketing initiatives.

“SMS is ideal for mobile couponing because it is instant and easily accessible for the consumer,” Mr. Campbell said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York