NEW YORK - A Steve Madden executive at the National Retail Federation conference said that the company?s mobile database grew 4 percent during a two-week multichannel campaign.

As Web-enabled handsets and affordable data plans become commonplace, consumers will increasingly look to mobile devices for their shopping needs, per the exec. The ?Embracing the Cross-Channel Mobile Opportunity? session was moderated by Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

?At the end of the day, mobile is really about communications,? said Andrew Koven, president of ecommerce and customer experience at Steve Madden, New York. ?Mobile makes perfect sense for us ? it?s about engaging communications and engaging commerce to make our business better."

Steve Madden created its mobile database by having their in-store salespeople register customers and have them join the mobile club at the point-of-sale with a one-time offer asking consumers to provide their information and interests.

Additionally, consumers were encouraged to text the keyword JOINSTEVE to the short code MADDEN (91919) to get exclusive offers and a chance to win a $100 Steve Madden gift certificate.

?When a consumer texts JOINSTEVE, we record their individual interests to build a mobile database,? Mr. Koven said. ?The difference is between push and pull.

?We?ve been deliberate in our strategies,? he said.

Build a profile
Mr. Koven said that it is important for a brand to build a profile of each customer?s interests.

Additionally, the executive said that leveraging POS in-store is key.

Retailers with brick-and-mortar store locations have thousands of customers in line each day that can be reached with simple calls-to-action at the POS.

Steve Madden is growing its mobile database roughly 2 percent weekly using POS signage and communication.

The company featured an in-store style assistant that was used to engage consumers and reduce returns.

Customers were encourage to text the keyword CARYSSA ? the company's best-selling shoe ? to the short code 91919 to find out how to wear the shoe best, as well as get exclusive style tips.

Content is king
Steve Madden recently launched a viral "faves" campaign. The multichannel mobile campaign had customers text the keyword FAVES to the short code 91919 and follow instructions to win their favorite shoes and accessories.

The campaign was promoted over 3 weeks and included in-store signage, TV ads, store associates, email, online and mobile.

The company?s mobile database grew 4 percent during the two week campaign.

The campaign took place Dec. 6 ? Dec. 23, and 3,492 customers participated in the contest and 2,051 joined via mobile text-in, per Mr. Koven.

Mobile metrics
Since April 2010 till Dec. 2010 the company?s mobile site featured about 1,400,000 visitors who spent an average of 6 minutes on the site.

There were about 12,000 products sold via mobile, and Steve Madden collected direct revenues of more than $900,000.

The average mobile order price was $89 with a conversion range of 0.71 ? 1.25 percent.

Steve Madden?s full-year mobile sales were more than $1 million.

Mr. Koven said that from Oct. 2010 till Dec. 2010, there were more than 110,000 mobile users who opted-in to get text messages from the brand.

The company has set a goal of 250,000 opted-in in mobile users by the end of the year.

?We?ve embraced the mobile opportunity,? Mr. Koven said. ?Mobile marketing is the ultimate in permission-based marketing ? to not force people but to inform people.

?What mobile provides in terms of communication is relationship management,? he said. 

Final Take
Rimma Kats is editorial assistant at Mobile Marketer, New York