What Meijer has Learned From its Mobile Initiatives

A key reason, Romano said, is the decline of traditional media. Forty-four percent of viewers skip through television commercials with TiVo/DVR; costs are increasing for direct mail; and an average marketing email is read within 48 hours.

On the other hand, SMS text messages reach literally 100 percent of mobile phones today; the average text message is read in four minutes; and the average age of a text message user is 36.