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How SMS is fueling The Container Store’s college strategy


For the third year in a row, The Container Store is promoting its back-to-school sales with a targeted SMS texting campaign as part of its strategy to court college-aged shoppers. The texts aren’t just about converting customers, but also introducing the brand to a specific new audience too. “We’re cultivating a relationship that we already know works really well for us, and building on those that may not know the full extent of what the Container Store can do for them today, or in the next two years. What does it do for your new apartment? What does it do for your first home and understanding that organization needs or the new things that can come in?” says the company's Senior Direct of Digital Marketing. Some of the brand’s highest-performing text campaigns that see click-through rates of 6% or higher are advertising how many hours are left in a sale. And the company's use of the mobile wallet for a coupon is a particularly forward-thinking method of mobile marketing - rather than having the customer look through their email or login to an app to get their code, it’s linked in their wallet where a boarding pass or concert ticket might be. Then, using geofencing, the coupon can pop up when the customer enters the store, reminding them to use it. The final result? Coupons can generate more revenue in-store than online. Read the full story here.


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