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Crocs have received a promising response for its new mobile coupon campaign launched across all its stores with 94,000 requests for coupons in the first month.  In an attempt to better engage with its consumers and create a positive value exchange, Crocs have launched this proactive campaign using timely mobile communication. The target age range for Crocs is 18-50.
Consumers were invited through in-store communications to text CROCS to a specific number including the unique store code. The consumers then received an instant 15% off coupon for a product purchase. This coupon could then be redeemed at the till. In store assistants were motivated to support the initiative through prelaunch training. The aim was to encourage customers to continue to use the mobile communications through opting in to the programme. This would enable Crocs to continue the mobile engagement after the initial promotion, providing them with the same tracking capability as an ongoing loyalty card scheme but with improved communication facilities. Croc’s future plans include providing an ongoing dialogue and relevant targeted offers via SMS to help increase footfall to the stores as well as web visitor traffic. The relevance of the offers will be driven by previous shopping preference combined with online history and general demographical information. Jay Custard, global online marketing director at Crocs Inc. commented “Being able to connect with customers in a meaningful way via their mobile device allows us to create a valuable shopping experience and to have a one-on-one dialogue”
Stefan Magnusson, CEO of Mobile Customer Engagement provider Mobilize commented ‘Crocs are demonstrating the power of using mobile coupons as the first stage in an ongoing programme where the real value comes from the long term engagement. This can only be achieved through having the ability to capture transaction information at the point of use.”
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