Retailers turn to text to connect with customers
As recently reported on this site, consumers get a lot of e-mail from retailers. While many individuals are unhappy with the practice, the numbers also show it generates sales. The success of e-mail promotions has led to even more such communications, making it more difficult for retailers to break through the noise. So what’s a retailer to do? Find somewhere else to make noise, say via text messages, for example.
There’s no denying that text messaging is become a part of American life. How many Baby Boomer parents have found it nearly impossible at times to get their Millennial kids on the phone for a call, but get almost instant responses after sending a text?
Text, when used as a two-way communication tool, can provide retailers with an advantage over mass e-mail campaigns.
Nordstrom’s opt-in TextStyle service enables a store associate to text items of interest to a customer. When a customer responds with a code provided by Nordstrom, items are automatically rung up and processed. Up to 12 items can be offered to customers in this manner per text.
“TextStyle is an important step forward in our continued efforts to develop ways to serve customers on their terms,” Jamie Nordstrom, president of stores for Nordstrom, said last May when the service was launched. “For customers who prefer text messaging, TextStyle is a way for our salespeople to provide a personalized styling experience and for customers to view and buy seamlessly with the convenience and simplicity of a text message, wherever and whenever they like.”
- Your next text may come from a retailer – MarketWatch
- Are mass e-mail campaigns here to stay? – RetailWire
- Nordstrom customers can now shop by text – RetailWire
What do you see as the opportunities and challenges of retailers using text messaging with customers? Do you see text as more of a marketing or customer service tool in the relationship between retailer and consumer?