With nearly 100% mobile phone penetration in the market, a retailer wanted to effectively harness the sales power of SMS advertisements. dunnhumby was asked to help find out what kind of customer outreach via SMS messaging would be most effective at boosting product sales.
As a result of deep customer analysis, dunnhumby was able to:
As a result of what it learned about its customers, the retailer sent personalized text messages to a targeted set of customers, and advertised general in-store promotions to all customers via SMS.
Texting was not only a cost effective means of customer outreach, it was also effective at bringing people into the retailer: