DTLR Launches Mobile Marketing

Urban-fashion retailer Downtown Locker Room (DTLR) expects to increase store traffic and sales by targeting shoppers with text message-based promotions.

Male shoppers between the ages of 13 and 21 look to DTLR for the latest in urban-inspired footwear, apparel and music. Realizing cell phones are also a big part of this demographic’s lifestyle, the 65-store chain is currently developing a mobile-marketing program that will enable it to communicate with shoppers.

The retailer is partnering with Vesta Mobile Solutions, a Baltimore, Md.-based provider of text-messaging applications, to create a mobile text-messaging system. “DTLR understands the power of using the mobile phone as a marketing tool,” said Brandon Davenport, COO of Vesta.

By developing a mobile program, Hanover, Md.-based DTLR can communicate directly with shoppers via their mobile device. This enables the chain to be less reliant on conventional, costly media. The targeted messages will also enable the chain to create new revenue opportunities and improve customer loyalty.

In March, the team began developing and designing the program. DTLR is preparing to launch the text-messaging service by the second quarter.