Liquidation Retailer Reaps Benefits of Mobile Marketing

In what amounts to yet another compelling case study highlighting effective mobile marketing, National Wholesale Liquidators has deployed a comprehensive mobile marketing strategy to drive interest, traffic, and sales at the company’s discount retail chain of 12 stores.

Having emerged from bankruptcy just four years ago, the company says mobile marketing is playing a key role in the retailer’s impressive comeback.

In fact, the recent mobile marketing efforts have brought more mobile-connected shoppers into its stores, Drew Bickel, the company’s director of planning, allocation, distribution and special projects tells Internet Retailer.

“We’re making it cool to come into our stores,” he says, pointing to his company’s reliance upon SMS marketing and targeted mobile text-message offers to inspire interest and generate sales among key demographics.

The mobile marketing strategy even includes in-store digital signs that registered shoppers can capitalize on with a simple wave of the phone in close proximity. From there, special offers are sent to the device and frequently used by the empowered customer.

So far, among the the 250,000 consumers who patronize the stores on a weekly basis, 50,000 have already opted into receiving text messages, Bickel reveals.

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