gci media releases

Payless Shoesource Launches Innovative Text Offer Program in Canada Beginning Today

April 08, 2010 | Toronto | gci clients

Canadians Now Among Top Text-Users in the World; Text-Delivery Offers Timed Right for Innovative Direct Marketing Approach by Retailer

Payless ShoeSource, well-known for democratizing fashion and design in footwear and accessories by making the latest fashion available at great prices, today announced that it is launching a new text-based discount offer program aimed at delivering even better value prices to Canadians throughout the year.

Beginning today, Canadian texters— now among the top text-users across the globe — can simply text AMOUR in Quebec or PAYLESS in the rest of Canada to 77777 and receive discount offers off their next purchase. The text offers will change throughout the coming months and will be promoted through in-store signage and call-outs in Payless print ads in Canada.

For the launch of the program, texters will receive 20 per cent off on their next purchase through May 31, 2010. The offers are good on top of additional sales already running in stores, such as Payless' signature Buy One Get One Half Off, or BOGO, offer.

To redeem the offer, shoppers simply show the offer via their cell phone device at the register. Future text offers will be delivered to Canadians who participate; opt-out options exist with every text sent to the recipient should they choose to no longer participate.

To launch the program Payless included call-outs on the new text program in its ads in Hello Magazine, Metro Toronto and Metro Montreal.

Payless said it believes this is a first-mover approach for a retailer in Canada and is well timed given that Canadians are now among the top text users in the world. They believe that since Canadian mobile phone carriers are now offering unlimited texting packages consumers are more open than ever to receiving mobile offers.