The success of the Secret Sales proves just how effective digital marketing can be and we plan to continue to expand such programs in the future.
Charlotte, N.C. (PRWEB) August 18, 2008
Ashley Furniture HomeStores of Charlotte, N.C. and upstate South Carolina today announced that it had generated $138,460 from a recent four-day "Secret Sale" advertised solely through SMS and email campaigns. The promotion was the latest in a string of campaigns by the independently-owned eight-store chain, which exclusively sells the Ashley Furniture brand.
"Using email and SMS as digital marketing channels has really impressed us out of the gate and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising," said Charlie Malouf, co-owner and COO of Ashley Furniture HomeStores of Charlotte, N.C. and upstate South Carolina. "The success of the Secret Sales proves just how effective digital marketing can be and we plan to continue to expand such programs in the future."
To quickly build its database, Ashley Furniture HomeStores ran contests such as a free gas giveaway and a $500 weekly shopping spree. Both encouraged users to opt into their email and SMS database for future offers. The furniture retailer then promoted a four-day Secret Sale, which ran July 10-14, 2008. Officials at the chain used contact information collected via prior marketing campaigns, sending digital coupons via SMS and email to customers who wanted to receive special offer messages.
Ashley Furniture HomeStores sent 34,743 messages in all--6,000 texts and 28,743 emails--on the morning of the first day of the sale. The chain generated revenue of $138,460 in four days.
Jared Reitzin, CEO of mobileStorm, Inc., stressed that digital marketing campaigns that include a solid tie across different message types--SMS, email and RSS--perform even more strongly than single-medium campaigns. "We see great marketers achieve returns like this simply by understanding what their audience wants to receive--and using the correct message type. While traditional advertising is declining, promotions which include contests and coupons are rapidly increasing. The key is offering incentives in exchange for subscriber data and preferences, then applying messaging to demographics and individual preferences. Digital marketing offers full end-to-end tracking so ROI can be easily gauged."
Indeed, for every dollar spent, the furniture chain generated approximately $122 with mobileStorm SMS and about $76 with mobileStorm Email.
"With two simple SMS campaigns, we've generated over $100,000 in new business. Our efforts with mobileStorm's permission-based digital messaging platform will increase and continue over time," Mr. Malouf said. "We'll not only use email and text messaging as a means to drive business, but in the future, we'll also use these forms of new media as a way to effectively communicate directly with our customers."
Mr. Malouf added, "I'd also be remiss if I didn't take this opportunity to say how much of a pleasure it has been to interact with the mobileStorm team, from pre-sales demonstrations to consulting to quickly answering all of my questions at any time of the day or night to superb support. mobileStorm has earned a loyal customer evangelist in me by everything that they have done to help us be successful in this space."
About Ashley Furniture HomeStores
At Ashley Furniture HomeStores, we make beautiful home furnishings affordable. Selling only furniture that is made by Ashley Furniture Industries, the largest home furnishings manufacturer in the United States, we are able to deliver quality and value every day. The Ashley Furniture team includes a full-time design group dedicated to creating furniture styles that will complement any decorating style for any room. Because the Ashley Team controls all processes from design to delivery, we are able to reduce our costs and pass these savings on to our customers as Exclusive Ashley Furniture HomeStores Pricing. More than 350 locations have been opened in the United States, Canada, Puerto Rico, Mexico, and Japan. In less than 10 years, Ashley Furniture HomeStores has become the largest home furnishings retailer in the country. Come in to one of our stores today and see why "You're Gonna Love This Place!"
For nearly a decade, mobileStorm has pioneered the concept of digital marketing. Having successfully delivered two billion+ messages on behalf of thousands of premier customers such as American Idol, Qantas Airways, MGM Grand, Carl's Jr., Squaw Valley Ski Resort, and Horoscope.com, mobileStorm is at the forefront of the digital marketing evolution. The company provides a turnkey, hosted email and digital messaging platform backed by world-class support and expert digital marketing services. mobileStorm has created the most complete digital marketing solution available, enabling clients to reach customers via email, text (mobile) messaging, voice messaging, RSS, video broadcast and fax broadcast from a single provider.
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