Chubbies revamps mobile messaging to effectively engage male shoppers
August 21, 2015
Chubbies embodies male comradery, which is how the brand was started
Users of the Chubbiess mobile app were happily surprised to start receiving push-notifications that strayed away from the traditional marketing ploy. Rather than sharing reminders to purchase its products, consumers received notifications with numerous comedy references in an attempt to make them laugh.
"Kahunas advanced tools for optimization made it easy to segment users and test the best message copy iterations before sending it out in real-time," said Preston Rutherford, Chubbies co-founder and head of mobile, website and email marketing. "Giving users a personalized experience has been critically important in maintaining the Chubbies brand in the eye of their users.
"These optimization capabilities, paired with the humorous Chubbies brand voice are what enabled a 16 percent improvement in engagement on an already engaged user base and an 86 percent improvement in goal achievement," he said. "Chubbies' goal was to make users as happy as possible to have the Chubbies iPhone app.
"They used messaging to bring their audience bite-sized capsules of the weekend to their day to day Over time, messages will add up and lead them to think about what they need for the weekend, pop open the app, and browse and buy items. It drives the experience and keeps Chubbies top of mind for its user base, and it will continue to drive revenue and engagement."
Humor and consumers
Mobile app messages
"Chubbies will continue to use mobile as a primary channel to build authentic relationships that pave the way to conversions through long-term engagement," Mr. Rutherford said. "They will also use the data collected on mobile to inform communications on other channels to make sure each each interaction is consistent and appropriately personalized."
Brielle Jaekel is editorial assistant at Mobile Marketer
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