Mobile Connections

While many U.S. retailers still regard mobile marketing with a cautious eye, G by Guess, the newest brand offshoot of Guess?, Inc., is not among them. In fact, mobile is fully integrated as a communication tool via the chain’s Web site, where users can sign up for mobile alerts, mobile coupons and text-2-win opportunities.

“Mobile serves as a bridge between online and in-store brand experiences, and allows us to be in our customers’ pockets everywhere they go,” said Darin Skinner, VP, Factory, G by Guess and operations, U.S.A. and Canada, Guess?, Inc., Los Angeles.

To help celebrate its first birthday, G by Guess ran a two-week, $1,000 shopping spree text-2-win campaign (with one winner per day). The campaign was part of a turnkey mobile-marketing solution from Access 360 Media, which also manages G by Guess’ other mobile initiatives.

“We have a long history of working with Access 360 Media in previous in-store and online campaigns, and they have a genuine understanding of the G by Guess customer and brand message,” Skinner said. “What we’re doing with them ensures that the G by Guess brand is communicated consistently in-store, online and via mobile.”

After working with the G by Guess marketing team to create the campaign, Access 360 Media did all the program management (including carrier aggregation) and execution.

“We make it simple for retailers to do mobile marketing,” said Roman Tsunder, president and founder, Access 360 Media, New York City.

The shopping-spree event was promoted in G by Guess stores with dramatic signage, and also was promoted on the stores’ video screens.

“The response was tremendous,” Tsunder said. “There were thousands of entries—and this for a chain that has only 30-plus locations. The response rate was extremely high, and the opt-out rate was less than 3%.”

After the campaign ran, a special 20%-off coupon was delivered directly to the mobile phones of the entire database of program participants.

Customers can sign up for G by Guess mobile alerts on the chain’s Web site, where a click of a button takes them to a page where they are directed to enter their cell-phone number. The chain hopes to continue to engage its customers in the mobile medium.

“As our customers begin seeing the benefits of mobile marketing, such as exclusive information and special discounts delivered directly to their mobile phones, we think they will begin to seek out additional ways to interact with our brand through the Access mobile platform,” Skinner said.