In Store SMS Service Could Improve Sales
Have you ever been inside a Walmart or ASDA Supercentre? If you have, you’ll appreciate the possibility of what I’ll share in a moment. If you haven’t, try imaging walking into a store so big you can barely see one end from the other, where the shelves are packed with everything you might ever need, and staff who are often less than helpful (not everywhere mind you, but often).
The point is you can get lost or frustrated if you’re trying to find a certain item that you need, or is on sale. Finding the right section is sometimes challenging, and even if you think you’re in the right spot you might not be.
Enter in-store SMS product help
Last Autumn at TechCrunch’s #hackdisrupt event, one team took on the challenge of creating a hack using Walmart’s API and SMS messaging. Walmart Labs, the research side of the company, sponsored #WMTcode “so they [hackers] could take shopping at Walmart to the next level online, on mobile and in our 5,000+ stores across the U.S.” according to their website.
The winning hack at the event was called Simple Text. It’s an application that allows customers to contact an agent via SMS to request the location of items in store. If the customer needed further help, they could connect with a live service agent over SMS too. If needed, a map of the store would be sent in the text message as well.
In a TechCrunch article, one of the creators, Rachel, commented on the inspiration for the hack, “We built this app because we’ve always been frustrated in stores, especially Walmart. It’s such a huge store”. Sometimes you just want to get in and out of the store, but if you can’t find it then it can be frustrating.
The video below shows how the SMS exchange would work. Though there is no description on the video, I found another version with sound that indicates this was made during the event (the sound is horrible so I opted to include the silent version). So it isn’t an example from an actual store, but just the testing of the process during the hack event. Still, it’s pretty cool how it works.
Promotion and growth
Walmart’s been having a bad time financially lately. They’ve reported losses and are closing 269 stores worldwide. Their troubles come from trying to compete with the likes of Amazon and the general online shopping phenomenon (well maybe not a phenomenon anymore). They’re investing heavily into mobile and ecommerce, which in part accounts for the losses they’ve had.
According to Walmart Labs, the team that created Simple Text will get the chance to test it at one Walmart store. There’s no timeline specified though. One of the challenges mentioned by many is that Simple Text would require Walmart to keep accurate and up-to-date maps of their stores. Being as big as they are, this is a challenge that would need to be overcome.
But if they are really trying to take “shopping at Walmart to the next level…on mobile” they need to add services like this to stay competitive. In addition to the location information given, the SMS exchange also provides a direct link to download the Walmart app on the appropriate store for the mobile device being used. A key to their mobile strategy is to get more users on their mobile app so they can push and advertise their sales directly to the customer.
The team that built Simple Text though, felt that SMS exchanges were far more accessible to most customers. Some people don’t like to install apps, some don’t know how, and some just never use them if they do. But SMS is universal. Just about everyone knows how to send an SMS message, and virtually every mobile in existence today is able to receive and send them. The last message received in any exchange though, is the link to download the app. This still gives the company a chance to promote app usage while appealing to everyone by providing SMS help.
Will we see it at the store?
As I mentioned, there’s been no timeline announced for testing of the hack or whether or not they will actually use it in all the 5,500 stores in the US that their website mentions. There is not even a hint of them using it in any of their global stores.
However, they are on the agenda to speak at the Mobile Marketer’s Mcommerce Summit in New York City in May. Perhaps they’ll reveal a little bit more then. If they do, I’ll find out and share it with you here on the blog.
Related Articles
3 Best Types of CTA for SMS Marketing
One mistake some marketers make is assuming people will know what to do when they read an SMS message. After all, they’re short and to the point right? How confusing could they be? On the other hand, when writing every other form of marketing they know that calls to action need to be clear. So, just because you don't have much room, it doesn’t mean you get to leave out your call to action! Saving space and being brief is important though, so take a look at three of the best SMS marketing CTAs you can use.
Advantages & Disadvantages of SMS Marketing
SMS marketing is very different to most other more traditional marketing tools, specifically because of its short-form, text only nature. This certainly shouldn't put you off though. We have put together our guide to both the best things about SMS marketing and some of the potential problems, and how to work around them.
7 Tips for a Successful SMS Marketing Campaign
SMS marketing is still one of the most effective marketing channels available to businesses but is often overlooked in the pursuit of newer, more digitised technologies. When you include SMS marketing as part of the marketing mix, you're in a far greater position to increase engagement with your campaign, helping you generate a greater return on your investment. As with all channels, there are certain ways you can ensure your campaign is more effective, by following these simple steps.
SMS Messaging Still Seen As A Differentiator In Retail – For Now
How many retailers use SMS messaging? According to a recent survey, not that many. And that isn’t the only surprising result shared in the survey conducted by Internet Retailer. Companies large and small know how useful SMS can be. Read on to see why now is the perfect time to start.
5 Reasons You Want to Use SMS Messaging in Your Business
Are you looking to grow your business? Get more customers? Have larger profits? Of course you are. Isn't every business looking to improve, grow and generate more sales? More and more businesses are realising how SMS messaging can help them do all those things. But it's nice to have some facts to back up what most people seem to assume is true.
SMS Marketing and Mobile Wallets
In one of my blogs last week, I talked about a marketing study by Vibes and what it said about SMS marketing. This week I wanted to take another look at it from the perspective of the mobile wallet industry, also covered in the report. It turns out there is a strong case for integrating your SMS marketing with mobile wallets. Let’s take a look.
3 Reasons Why SMS Marketing Is Perfect for the Holiday Season
Everyone knows the holiday season is a peak time for making sales and marketing. Predictions are that the UK will spend £73B in retail stores before the season is over. Find out three reasons you’ll want to use SMS marketing to get those shoppers into your store.
Growing a Business Around Your Family Life? Here’s Why Mumpreneurs Need SMS Marketing
Mums are natural entrepreneurs. And now they're turning that entrepreneurial spirit towards running a business, using their organisational skills to turn a profit from franchises and hobbies, fundraisers and baking. Mumpreneurs are on the march and they need smart marketing strategies like SMS that fit around their busy lives.
SMS Marketing – 4 of the UK’s Best Ever Campaigns
Discover how to come up with an SMS marketing campaign in this article which looks under the surface of some of the UK's most successful ever SMS marketing campaigns. Whether you are looking to boost revenue, improve customer satisfaction or help your brand stand out with a unique and memorable promotion, this article shows how a simple approach to SMS messaging can work wonders for your company.
How 2017 Will Change SMS Marketing
Setting New Year's resolutions for your business can be risky since it feels like you're only really setting yourself up to fail. It's much better instead to try and focus on one achievable goal and do everything to succeed and improve in that area. With its meteoric rise to popularity and outstanding success in 2016, businesses should be using 2017's welcome reprise to integrate SMS marketing into their business development strategy.