Bravissimo mobile campaigns shows shoppers prefer to text

Retail Week 18-May-07

Bravissimo has had a strong response to the mobile marketing element of its latest campaign.

The campaign, which began in March, promoted the lingerie retailer’s spring and summer ranges in the press, on TV and radio and by direct mail. It asked customers to send an SMS with a specific keyword to request a brochure.

The ads also featured phone and online options, but SMS proved to be the most popular channel; accounting for 45% of responses.

Bravissimo marketing director, Jo Lee explained that the feedback from this mobile channel is valuable for planning future campaigns. She said, “Assigning a unique keyword to each advertising placement across all media channels enables is to see exactly where leads come from, to help determine how successful each has been in generating a response.

“In addition, profiling respondents gives valuable insight into the types of consumers we’re successfully attracting and also allows us to better analyse the impact of individual TV and radio spot times.”

TXT4 chief executive Tim Carrigan, who operated the system that handles the SMS requests, explained that once customers text in, they receive a message back asking them to reply with their name house number and postcode.

The system connects the details to an address and send s the consumer a confirmation SMS to check that the full address details are correct. Staff can intervene when an address is wrong or can’t be found.

Carrigan said Bravissimo will continue to use the system now that its customers have shown they want to interact by SMS.