From the NRF BIG Show: How Steve Madden Leveraged Mobile to Build its Brand

This information, including the customer's interests (chosen from future promotions, new products, online and in-store deals, and events) is used to build a profile, which is then put into a database.

Growing the Database
Steve Madden's database grows roughly 2 percent each week via point-of-sale calls to action. The brand also integrates special offers available on its Twitter and Facebook pages, as well as a digital signage and music campaign to help grow its mobile database. For example, shoppers in Steve Madden's brick-and-mortar stores can view large video screens that display music videos. The videos prompt shoppers to text a keyword to a specific number, where they can find out what brands the artist is wearing.