ABINGDON, Va. — K-VA-T Food Stores has brought its mobile-phone marketing functions in-house, resulting in more text-messaging promotions.
The retailer previously used an unnamed agency to conduct all of its text-messaging promos. It shifted the function in-house to reduce costs, according to Alexis Dean, the retailer's webmaster and graphic designer.
In doing so, it's increased the frequency with which it communicates with shoppers via mobile phone. It now sends out weekly text messages about new products and special deals.
“We've gained more control of the messages we send out,” Dean told SN.
Recent texts have notified shoppers about new video releases, as well as in-store pep rallies for the University of Tennessee football team.
Along with sending out texts, K-VA-T has started running “text-in” promotions, rewarding shoppers who send in text messages when requested.
The first such promotion ran in August. All those who texted “racing” to 63636 could win two tickets to the Irwin Tools Night Race at the Bristol Motor Speedway in Bristol, Tenn., on Aug. 21, a $250 value. Ten pairs of tickets were given away.
In nine days, more than 550 shoppers texted K-VA-T to win the tickets.
“Everyone wants to save money, so in order to make sure we are offering what our customers want, we look forward to sending offers to our customers via text message in the near future,” said Dean.
The two-phased promotion also had a Facebook component.
All those who posted a message on Facebook about their favorite car racing memory were entered into the contest. An additional 10 pairs of tickets were distributed via this method.
Among the comments: “In these hard economic times, it is very comforting to know Food City is still able to sponsor the Food City 500 at Bristol Motor Speedway.”
The retailer is strengthening its texting efforts because it's a timely way to communicate with its shoppers, said Dean.
“Texting enables us to let our customers know immediately what's going on,” she said. “It's the only way you can communicate with someone day or night.”
Another benefit is that it's a low-cost form of communication, said Dean.
“This is a new way to engage the customer because it provides communication back and forth,” she said. “You can't do that with traditional advertising.”
The retailer is careful not to overwhelm customers with texts. For this reason, it only sends out weekly messages.
“We want to engage them enough so that they're excited to receive the offers,” she said.
