H&M fires up in-store experience to bolster SMS, email databases

H&M is pulling double duty in building up both its email and SMS databases with a new in-store initiative that doles out instant coupons in exchange for signing up for alerts from the retailer.

The retailer is taking advantage of the increase in foot traffic during the holidays by placing mobile calls-to-action on print collateral. While most retailers leverage mobile for either email or SMS initiatives, what is interesting about H&M’s use of mobile is that it is being used for both.

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