Bed Bath & Beyond is placing the mobile calls-to-action around stores to encourage consumers to shop. The retailer is also promoting its mobile Web site in-store as part of a back-to-school shopping push.

“The strategy is simple – the more mobile touch points the more participation you can expect to receive. Calls to action should be included in all forms of media, keeping their mobile program top of mind at all times,” said Matt McKenna, founder and president of Red Fish Media, Miami.

“Retailers can benefit from SMS programs more than any other industry, especially if they can integrate mobile-specific promo codes into their POS,” he said.

“Additionally, if a retailer has a mobile site, a call-to-action in the message sent can direct consumers to purchase products and redeem their coupon right then on their mobile handset.”

Mr. McKenna is not affiliated with Bed Bath & Beyond. He commented based on his expertise on the subject.

Bed Bath & Beyond did not respond to press inquiries.

Mobile money saver
Bed Bath & Beyond has placed signs at the entrances of stores that primarily encourage consumers to sign up for mobile coupons by texting the keyword OFFER to the short code 239663.

The posters also encourage users to shop via Bed Bath & Beyond’s mobile application, sign up for email newsletters, direct mail and connect with the brand on Facebook and Twitter.

As an incentive for signing up for the SMS program, consumers receive a coupon for 20 percent off of an item, which can be used in-store.

Once shoppers opt-in to the program, they are sent a message with a link to register for the program with a form that can be filled out with contact information such as name, address and email.

Users are then sent a SMS message with a link including a bar code that is scanned by employees at the point of sale.

Promoting such an initiative in-store is a great way for the retailer to not only build a SMS database but also drive in-store ROI with an instant reward for users.

The mobile coupon

Mobile incentive
In addition to promoting its SMS program, Bed Bath & Beyond is encouraging back-to-school shoppers to visit the company’s mobile site with posters throughout the store.

Promoting a site is always a plus for retailers, but with college students most likely buying multiple things at once, directing shoppers to mobile is a smart way to help consumers look for things that might be out of stock in-store.

As consumers become more comfortable relying on their mobile device to shop and research, retailers are increasingly using mobile to leverage in-store and online sales.

“Back-to-school shopping events are a great time to promote mobile programs,” Mr. McKenna said.

“Many college students are shopping for home décor products for their new places, and there’s no better demographic to promote this program with than them,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York