Smoothie Bar

Case Study

Overview.

A prominent smoothie bar retailer that caters blended fruit-based drinks was searching for a full-mobile marketing & engagement program to compliment their loyalty program and mobile app.

They used this program to connect directly to their customers using mass SMS & MMS campaigns. They also used the in-store kiosk to optimize sign-up activity and started sending text message campaigns to them to promote their business.

  • Within the first 6 months on the program, this location had 7,328 customers sign up for their text program.

  • 82% (6,044) of those 7,328 subscribers opted into receiving text campaigns from this location as well, allowing the business to text those subscribers with future SMS / MMS campaigns.

  • During the first 6 months of the program, they sent 151,255 texts to subscribers with redeemable offers, of which 468 customers visited the store in order to redeem the offer.

Challenges.

This particular merchant wanted to build up a large list of subscribers as quickly as they could so they could start messaging them as soon as possible. They wanted to promote special and new flavors to their loyal customers to best hit their goals.

  • Build a large database of customers to text directly

  • Promote special products & drive traffic to store

  • Track success of campaigns

Solution.

There are several methods for customers to sign-up for the text club such as keyword marketing and the Mobile Web App, but they opted to use the kiosk to make it super easy and fast for customers to sign up in-store.

  • 3,538 customers signed up via the Kiosk & Keyword Marketing in the first 6 months (3,191 via the kiosk)

  • 1st text sent to 444 subscribers
    1 month later - 1,272 subscribers
    6 months later - 3,337 subscribers

  • Using redeemable offers, they are able to see the number of customers driven in for each text campaign

This company’s 5th text campaign sent to 1,272 subscribers resulted in 40 redemptions (3.14%) to bring in customers on a rainy day.

Advantages.

With a 98% open rate and most users opening texts within 5 minutes, text messages are much more successful than email or app-based engagement platforms.

This smoothie bar was able to get a complete, customized texting platform to reflect their brand identify and engage their customers in new, effective methods.

  • 30% average click-through rate of text message links

  • 5X higher open rate than email

  • 95% of text messages are opened within 3 minutes

Results.

Here is a breakdown by month of this smoothie bar’s first 6 months on the program showing the number of new subscribers and the number of offers redeemed.