Shaws: Doubling its customer database and increasing footfall with SMS loyalty
Overview
Shaws is one of Ireland’s premier department store chains, with stores serving local communities across the country. With loyalty often passed down through generations, Shaws wanted a modern way to deepen customer relationships, grow its marketing database, and drive more store visits through targeted SMS campaigns.
Results
Customer database doubled using in-store data capture and SMS-led competitions
Instant increases in footfall reported within hours of campaigns going out
High demand for loyalty sign-ups, with customers requesting to join after hearing about the programme
Head office visibility into opt-outs and redemption activity for each store
Major time savings: tasks that previously took 12 hours can now be completed in under one hour
The Challenge
Shaws had been using another messaging provider but found it difficult to use and limited in the value it delivered. The marketing team needed a solution that could:
Grow a compliant, high-quality customer database
Make it easy to promote events, offers and new product launches
Maintain strong data protection standards
Provide head office with visibility of store-level activity
Be simple enough for staff to operate without specialist training
What We Implemented
Phonovation partnered with Shaws to create a mobile marketing programme focused on database growth, loyalty and ease of use.
Growing the database in-store and online
Shaws doubled its SMS database by combining:
in-store sign-up tools at the point of sale
engaging competitions and inbound campaigns that encouraged customers to opt in
This created a large, permission-based audience for exclusive offers and updates.
Campaigns that drive footfall quickly
Whenever Shaws sent medium or high-value SMS offers, stores saw noticeable spikes in footfall within hours. Staff regularly heard from customers that their visit was prompted by a text message.
Easy opt-out and compliant data
The system made it simple for customers to opt out, helping Shaws stay fully compliant, maintain a clean database, and avoid wasting campaign credits on inactive contacts.
Making the marketing team self-sufficient
The team became confident running campaigns themselves. Tasks that once took an entire day now take less than an hour, freeing time for more strategic work.
Business Impact
By switching to Phonovation, Shaws transformed SMS into a reliable driver of loyalty and footfall.
Full visibility and control at head office through detailed opt-out and redemption reporting
Rapid database growth through integrated sign-up tools and inbound promotions
Stronger loyalty driven by customer demand and word-of-mouth sign-ups
Immediate sales impact when campaigns are sent, especially for higher-value offers
More efficient operations, with marketing tasks completed in a fraction of the time
Want to grow your customer database, increase loyalty and drive footfall with targeted SMS campaigns?
Talk to Phonovation about building a compliant, easy-to-run mobile programme that delivers real results for every location.