"MSL has been and continues to be a great partner with maurices in all our mobile alert endeavors." - Lisa Bartlett, AVP of Marketing
Servicing Brand: MSL New York
Service Period: August 2009-Present
Fashion boutique Maurices is the leading small town specialty store and authority for the savvy, fashion conscious customer, with over 750 stores in the United States. Having previously experienced massive success with a Facebook campaign, the store sought to leverage their customers' passion for social media further. Recognizing the unique opportunity to engage target audiences when they are making purchasing decisions, Maurices aimed to build a mobile community and drive sales through mobile technology.
Maurices' target audience of women 17-34 live in a fully customizable and digital world, and are always "on-the-go." To meet their needs, Maurices and MSL created the Maurices Mobile Style Club, a mobile community that serves to spread key messages, facilitate word-of-mouth conversation and harness brand advocacy. To encourage customers to opt-in, the campaign relied on in-store promotions, Facebook fan pages and advertisements, direct mailings, and Maurices' website. The club itself provided coupons, style advice, fashion tips, Q&A options and in-store promotions.
The program yielded impressive results: more than 5,000 customers opting-in within the first month (January 2010), over 20,000 after four months. The redemption rate for mobile coupons is consistently over 60 percent. The Mobile Style Club continues to grow and remains a consistent sales driver for both the stores and maurices.com.