citron hollowell

The Future of CRM and Direct MarketingBuilding, Managing & Engaging Customers through a Mobile Database

February 3, 2011

James CitronCEO,

Mogreet, Inc.

Paul HollowellInteractive Marketing,

Charlotte Russe

The Future of CRM and Direct Marketing Through Mobile

1. Background- Who is Charlotte Russe- Who is Mogreet- What is CRM?

2. Charlotte Russe Case Study- Building a mobile database- Integration with other marketing - Thinking outside the mobile box

3. Advanced CRM- Targeting, Segmentation- Content is King!

4. Effectiveness of Mobile5. Q & A

Who is Charlotte Russe?

Charlotte Russe is a growing, mall-based specialty retailer of fashionable, value-priced apparel and accessories. We provide exciting, fashion-forward merchandise that appeals to a broad range of customers, with a core emphasis on the lifestyle trends of young women in their teens and twenties. As of January 1, 2010, Charlotte Russe operated over 500 stores throughout 45 states and Puerto Rico.

Who is Mogreet?

Mogreet's mobile marketing and advertising platform is the only platform that can deliver videos, pictures, and text messages to 1B consumers in 170 countries. Capabilities include:

- Mobile Database Development- Mobile Messaging & QR (Only Cross-Carrier MMS Solution in US)- Mobile Video Reach (to 95% of US)- ROI Tracking & Analytics- Intelligent Mobile CRM solutions

Customer Snapshot

CRM – The Basics

Basics:

- Who is my customer?

- How do I build a database of my customers?

- How do I learn enough about them to market to them effectively?

- How do I measure ROI on my mobile marketing spend?

- How do I increase my marketing effectiveness with fickle & distracted audience?

Charlotte Russe – Building a Mobile Database

4 Effective Retail Guidelines to Build a Database

- Point of Sale In-Store Collateral (counter cards, receipts, etc.)

- Incentives – Leverage desire for instant gratification (i.e. 10% off) to build database.

- Seamless Web Opt-In – Enable consumers to opt-in for text alerts from your website.

- Vanity Shortcode – Simple & Memorable “Text CR to STYLE (78953)” is much easier to remember than “Text CR to 78953”

Results: Charlotte Russe has built a database of Hundreds of Thousands of Opted-In Consumers.

Text “CR” to

STYLE78953

Text “CR” to

STYLE78953

How are other Retailers Building their Mobile Database?

Charlotte Russe – Multi-Channel Marketing Integration

- Multiple Points of Activation: Empower shoppers to use what’s most comfortable (i.e. Text, FB, QR). This increases participation and affinity for the brand since “Charlotte Russe gets me”.

- Key 2012 Goal - Centralized Database: All of these channels feed into one database.

“Mobile is the ticket to our customers.”

- Coupon Codes: Increasingly coupons are being delivered via text due to simplicity & availability anytime.

Charlotte Russe – Outside the Box

“Mobile Scratch and Win” program Goals: Increase opt-in rate, grow the database and break thru marketing clutter with unique program.

Internal Support = SuccessThe marketing team got their managers and sales staff to support this program by running an internal version during the fall. It was so successful, that a consumer version was greenlit before the trial ended.

What does the future of Mobile CRM look like?

One Size Doesn’t Fit All: Deliver messaging tied to consumer’s interests and preferences. Capture interests, start a dialogue with your customers by asking them what they want & deliver upon it!

Targeting: Target your audience by carrier, handset, location, interest.

cRm: Focus on creating a Relationship with your audience bymaking your customers feel special – Birthday programs are a great start!

The Shortcode is the new URL: The best Mobile Programs include a mobile call to action across all channels.

Trackable Promotions: In the near future (with a POS upgrade), Charlotte Russe associates will be able to scan mobile phones to redeem coupons.

Content is KING! Rich Media Marketing is Just Beginning…

95% of Consumers in the US can receive RICH Media on their devices using MMS delivery. Using MMS, brands like Charlotte Russe cancreate an emotional connection with their customer base in pictures, audio & video.

Mobile Video has highest recall rates of any format & averages 20% Clickthrough Rates (3-5x of SMS.)

Want to see?

TRY IT OUT!

Text RUSSE to 21534

Text RUSSE to 21534

Effectiveness of Mobile – Charlotte Russe Data Points

Mobile is the one thing that doesn’t change about her.

Redemption Rates (Mobile v. Email): Mobile is often 10x that of emailed offers.

Average Order Value: The mobile shopper’s average ticket spend is around 50% higher than a general shopper’s average ticket.

In-Store Traffic: Mobile Messaging drives in-store traffic instantly.

Questions?

Contact Info:James Citron, CEO MogreetTwitter- @jamescitron, Contact Info: Text James to 21534

Paul Hollowell, Interactive Marketing, Charlotte RusseEmail – [email protected]

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