![]() In case you missed it or haven't been playing along, JixiPix is in the midst of their 12 Days of Christmas Sale, and it has been impressive to say the least. “What’s going to drive that is consumers saying, ‘Yes, you can text me, but don’t send me the same thing every single day.’” MORE FROM FORBES MORE FROM FORBES Why Israel Became A Safe Haven For Russian Billionaires By Jemima McEvoy MORE FROM FORBES The Forbes CIO Next List: 2022 By Martin Giles MORE FROM FORBES How TikTok Live Became 'A Strip Club Filled With 15-Year-Olds' By Alexandra S.DecemFinal Day of the big JixiPix Holiday Sale! Desktop and iPad apps on sale “I think SMS is going to become required for every brand selling online,” said Postscript’s Turner. For instance, if a customer left a one-star review, they may get a text asking what wasn’t perfect about their buying experience. ![]() Brands may also solicit customer feedback via text. The next frontier is turning it into a more conversational channel, where shoppers can request and buy items directly via text, ask questions about a product or get help from a customer service rep. Blanketing customers with the same stiff marketing copy won’t fly. Industry executives say that as more brands start texting their customers, the bar will get higher. For instance, candle company Homesick recently gave its text subscribers an exclusive sneak peek at a new Star Wars collection, with scents meant to evoke Tatooine, Endor and the Death Star. They may also dangle early access to new products, to convince shoppers to stick around. The idea, though, is not to text someone who just bought towels last week and isn’t likely to need another set anytime soon. Brooklinen might send someone a text message about towel bundles, if they’ve been browsing towels on the site or purchased towels in the past, said Courtney Conway, senior retention marketing manager. Retailers are trying to personalize texts, too, based on a shopper’s purchase history and interests. “We don’t want to inundate people,” said Cody Griffin, Dr. But if it notices someone has lost interest and isn’t engaging, it will scale back. Squatch may send its most loyal customers three messages a week. Retailers, wary that irritating their customers doesn’t blaze an easy path to more sales, monitor unsubscribe rates closely. The number of such lawsuits has risen significantly in recent years, with Albertson’s, Express and Kohl’s among the retailers hit with litigation over text messages. Jiffy Lube agreed to pay $47 million to settle a class-action lawsuit in 2012 after customers complained that the oil-change company was spamming them with promotional texts they hadn’t signed up for. Running afoul of such laws can land a company in hot water. Under the Telephone Consumer Protection Act of 1991, retailers may only text someone if they first get explicit consent, and then must allow them to opt out any time by texting words like “stop” or “unsubscribe.” They can only send texts during certain daytime hours, too. Looking for more BIG deals? We’ve got ’em!”Īnnoyed yet? Unsubscribing is always an option. From Michaels: “Spring for everything! Take 50% off all spring items and save. “Your 15% OFF sitewide coupon expires soon, Love!” exclaimed Lulus, an online apparel retailer. “THIS WKND: Shop up to 20% off select outdoor furniture & accessories,” wrote home furnishings brand CB2 in one recent text. Most retailers are using texts to send weekly promotions, which may just be a distilled version of their emails written by somebody with a taste for capital letters, presumably for emphasis. “It’s just a much better way to get in touch with a consumer,” said Attentive CEO Brian Long. “It’s just a much better way to get in touch with a consumer” They’re chasing a juicy return on investment, with retailers making an average of $55 dollars for every $1 spent, according to the company. Its customer base has swelled from 2,000 to 5,000 since the end of 2020, with big companies like Michael’s, Urban Outfitters and CB2 signing on. The biggest company in the space, Attentive, facilitated over 18 billion text messages between retailers and their customers last year, driving over $10 billion in sales, more than double the previous year.
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