"SMS mailings increase customer loyalty and sales."

Born Fashion wanted to reward its loyal customers, give them advance notice of offers and promotions - before advertising - and strengthen the relationship. That's why they launched their customer club three years ago.

With twice-monthly SMS messages, they have a direct channel to their customer club members that is fast and personal.
- Customers react positively to the information and messages on their mobile phones, come here to shop and take part in our activities. But you can't send SMS too often. Twice a month is fine, most people said when we asked - so we stick to that," says store manager Henrik Anderberg.

Competition

Born Fashion is well known in Ängelholm. But the competitive situation and location are special. Next door to ICA Maxi on the outskirts of central Ängelholm and only 2.5 miles from the gigantic Väla Centrum outside Helsingborg with 180 stores.
- "Many occasional customers drop in when they are shopping at ICA Maxi anyway, which is positive. But we want to be a personal fashion store that stands for quality and close contact with our customers.Thecustomer club and SMS messages contribute to this,"says Henrik Anderberg.

Women & Men

Born Fashion sells classic and modern garments in high quality for both men and women. Personally selected brands such as Lyle & Scott, Tommy Hilfiger, Alberto, Dahlin and State of Art for him - and e.g. Culture, Brax, Ester Eleonora, Pulz, Fransa and Copenhagen Luxe for her.
- In the beginning, you had to sign a book in the store to become a member of the customer club, but now you can sign up on the website too. We have 850 members and the club is growing steadily," says Henrik Anderberg.

Simple

Born Fashion also advertises in the newspaper. But the SMS mailings are a flexible and independent way to quickly reach out to loyal customers. Usually before the advertisement so that it becomes a privilege to receive the information.
- We manage the mailings ourselves in a simple web interface and have never needed any support.

Cost-effective

Some time ago, the pricing for Generics SMS Web customers who do not send large amounts of SMS was changed. Instead of a low fixed fee and a cost for each SMS, they now pay a higher fixed fee that includes a certain amount of SMS. If you send more than that, you pay the excess per SMS.
- It actually gave us a lower monthly cost," says Henrik Anderberg, who is very pleased with Generic's service and what it achieves.
- "We have gained a quick, personalized direct contact with customers, straight into their mobiles. They read the messages and react positively - as long as we don't send too often. It's very cost-effective marketing.