Previously mentioned in this blog is the importance of a company fine tuning its business plan to ensure that its customer base is reached, as consumers have the power to drive an organization forward. With text messaging growing in popularity – especially for teenagers – certain fashion retailers have taken note and adjusted their advertising campaigns accordingly.
Businesses including Charlotte Russe, Claire's Boutique and Vans have all turned to text message marketing to reach the teen girl audience – a top consumer group for the companies, according to the Wall Street Journal. Everything from in-store sales to promotional codes and coupons have been sent out over the cell phone airwaves.
The website Ask the Judge reported that the volume of texts among teens has increased from 50 per day in 2009 to 60 each day in 2012. When it came to email though, only 6 percent of teens reported that they use it on a daily basis, while 39 percent said they never use it.
Paul Hollowell, Charlotte Russe's director of marketing, said that the company's texting campaign has brought much greater success than email ever has.
Individuals tend to respond to text messages within one to three minutes, said James Citron, the founder and chief executive of Mogreet Inc., which handles the tech end of text marketing campaigns for Charlotte Russe and Vans. Emails, on the other hand, are opened after six to 12 hours, if they are opened at all, he said.
Regardless of age, consumers in this technology-driven era long for convenience and accessibility. To help them achieve this, companies can pair with a live answering service, which will give customers the ability to communicate with a real person through phone, email or text message at any time of day.