So, are you willing to allow retailers into your inbox? For me, the text messages I send are brief and only to less than a handful of my friends that actually use the service. (We’re just outside of the age group that texting is most popular with and not yet willing to cough up the extra $5 a month for 10 messages to each other.) So I wouldn’t mind a couple messages here and there from my neighborhood Starbucks or Target location. And since I control their power to send and receive these messages, why not? Go ahead DSW, drop me a line about those cute new boots you’ve got on sale… For more information, check out SmartReply’s website at
As consumers become more aware and uninterested in marketing messages, retailers must strive to continue to be relevant and address their needs. Consumers readily admit that they are interested in products that block advertising messages, have taken steps to reduce their exposure and at least try to resist them. Fortunately for marketers, the majority of consumers are now estimated to own cell phones (in all age groups over 18) and text messaging is growing increasingly popular. In addition, cell phones provide an additional channel to reach consumers that are looking to interact with media and control it to some extent. Retailers like CB2 (a division of Crate & Barrel) are taking advantage of this opportunity to create multi-channel marketing campaigns to reach their target audience. Through the web, email, retail and print channels they are providing trend alerts, design information and promotional offers to customers that have opted-in to receive such messaging.
Sara Wajdacki, Account Executive
