By Chantal Tode - Mobile Commerce Daily
As part of its marketing activities for Thanksgiving weekend, Tanger
Factory Outlets is running a text-to-win sweepstakes giving shoppers a
chance to win a shopping spree worth $1,000.
The mobile
sweepstakes is part of a broader Thanksgiving effort that includes an
app giveaway, with shoppers who download the Tanger app for iPhone or
Android receiving a free holiday compact mirror between Nov. 1 and Nov.
30. App users will also be able to access special offers from Tanger
Factory Outlet stores throughout Thanksgiving weekend.
“SMS is a
fun, fast and effective way to engage our customers leading up to and
during the busiest shopping weekend of the year,” said Quentin Pell,
director of public relations and communications at Tanger Outlet
Centers, Greensboro, NC. “Using a text-based opt-in entry method gives
them a quick way of entering a contest vs. a traditional long form.
“Other
than entering the contest our main goal is to grow out Tanger Text
Deals database,” he said.
“Last year we increased our list by 30 percent
over the holiday weekend.
“With a 95 percent read rate on text messages our Tanger Text Deals
program has become a very important and growing digital channel.”
Building a list
Shopping events such as Thanksgiving weekend are a great time for
retailers to build their mobile opt-in databases because foot traffic
increases significantly. Then, once shoppers have opted in for the
mobile text messaging program, retailers can continue to message them
throughout the year to drive additional foot traffic.
For the Text
To Win Moonlight Sweepstakes, customers using mobile devices will have
the chance to win one of four $1,000 Tanger Shopping Sprees during the
After Thanksgiving shopping weekend.
To enter the sweepstakes,
shoppers 18 years or older can text SHOP4ME to 74700 to join Tanger
Mobile Deals and automatically be entered.
Winners will be chosen by 9 am every day from Nov. 23-26, with
instructions on how to pick up their gift card at the nearest Tanger
shopping center.
When shoppers enter the contest, they receive a
response text that drives them to the Tanger Outlet mobile site, where
they will find additional offers and sales.
Year-round strategy
Tanger Factory Outlets will open at 10pm on Thursday, Nov. 22. A
Moonlight Madness Sale will offer shoppers the opportunity to take
advantage of savings before the Black Friday rush. All Tanger Outlet
stores will offer special deals beginning Thanksgiving night and
continuing throughout the weekend.
Shoppers can also take
advantage of additional savings by downloading Bonus Savings Passes from
the Tanger Factory Outlet Web site by Nov. 21.
There is also a
social media promotion encouraging shoppers to help Tanger Factory
Outlet reach 700,000 fans on Facebook by Nov. 20 for a chance to win a
shopping spree.
“Our mobile channels have become very important to
our overall strategy throughout the year not just over the holiday
weekend,” Mr. Pell said. “Our goal is to provide an engaging, consistent
experience across all our digital channels.
“Using our mobile Web
site or our custom smartphone and iPad apps our shoppers can access the
latest sales and coupon information, access center information or
locate a store on our interactive maps,” he said.
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