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`11/9/23, 3:20 PM
`
` ÿ ÿ
`
`
`Buying Soap Was Just The Start. Now The Company Wants To Text You, Too.
`
`Retailers, wary thatirritating their customers
`
`doesn’t blaze an easy path to moresales, monitor
`unsubscriberates closely. For instance, Dr.
`Squatch may sendits most loyal customers three
`
`messagesa week.Butif it notices someonehas
`
`lost interest and isn’t engaging,it will scale back.
`
`“We don’t want to inundate people,” said Cody
`
`Griffin, Dr. Squatch’s senior director of
`
`marketing.
`
`Retailers are trying to personalize texts, too, based
`
`on a shopper’s purchasehistory andinterests.
`
`Brooklinen might send someonea 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. Theidea, though,is not to
`
`text someone who just bought towels last week
`
`andisn’t likely to need another set anytimesoon.
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`They may also dangle early access to new
`
`products, to convince shoppersto stick around.
`
`For instance, candle company Homesickrecently
`
`gave its text subscribers an exclusive sneak peek
`
`at a new Star Warscollection, with scents meant
`
`to evoke Tatooine, Endor and the DeathStar.
`
`Industry executives say that as more brandsstart
`
`texting their customers, the barwill get higher.
`
`Blanketing customers with the samestiff
`
`marketing copy won’t fly. The next frontieris
`
`turning it into a more conversational channel,
`
`where shoppers can request and buy items
`
`https://www.forbes.com/sites/laurendebter/2022/04/29/buying-soap-was-just-the-start-now-the-company-wants-to-text-you-too/?sh=5f3c6721073
`
`]^_`
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`They may also dangle early access to new
`
`products, to convince shoppersto stick around.
`
`For instance, candle company Homesickrecently
`
`gave its text subscribers an exclusive sneak peek
`
`at a new Star Warscollection, with scents meant
`
`to evoke Tatooine, Endor and the DeathStar.
`
`Industry executives say that as more brandsstart
`
`texting their customers, the barwill get higher.
`
`Blanketing customers with the samestiff
`
`marketing copy won’t fly. The next frontieris
`
`turning it into a more conversational channel,
`
`where shoppers can request and buy items
`
`https://www.forbes.com/sites/laurendebter/2022/04/29/buying-soap-was-just-the-start-now-the-company-wants-to-text-you-too/?sh=5f3c6721073
`
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`11/9/23, 3:20 PM
`
` ÿ ÿ
`
`
`Buying Soap Was Just The Start. Now The Company Wants To Text You, Too.
`
`team and then on the billionaires team. In the course of
`
`my reporting, |... Read More
`
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