While Target has had issues with their SMS marketing efforts in the past, I recently found a great example of how they’re using SMS in-store to increase downloads of their mobile app. If you’re not familiar with Target’s mobile app, one of the features it provides to consumers is the ability to scan a barcode in-store, and get more information about that product, in addition to seeing other customer reviews of that specific product.
If you look below, you’ll see that Target has placed a sticker on this can of paint, instructing consumers to “Scan product barcode with Target app to see more information and read guest reviews.” What if the customer doesn’t have the Target app? Well to resolve that issue, and make it super easy for consumers to download the mobile app, Target instructs consumers to “Text APP to 827438” to download the app.
After a consumer texts APP to Target’s SMS short code 827438, they’re sent a text message with a link to download the app from the appropriate app store. You can see the text message below.
While most brands that have a mobile app are using text messaging to increase app downloads from their websites, we’re starting to see more brands like Target, use text messaging to increase app downloads through the use of an SMS autoresponder. Some additional examples you can view are 7-eleven, Dunkin’ Donuts, and you’ll definitely want to read how Pirq gets a 92% click-through rate for their text messages.
