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Thursday, September 29, 2022
HomeTechnologySMS marketing proves its worth in reaching younger shoppers

SMS marketing proves its worth in reaching younger shoppers

Paul Conley

When the pandemic hit, Brian Greenspan realized he needed to change his marketing mix.

Greenspan is the chief operating officer of Inmod, a web-only retailer of modern furniture and home décor. Furniture was a great business in the era of lockdowns and working from home. But it was also a great time for its giant competitors, such as Macy’s Inc. and The Home Depot Inc., who were advertising heavily and driving up ad rates. Greenspan needed a way to break through and capture shoppers’ attention, particularly younger shoppers with an eye for the mid-century modern furnishings that Inmod sells.

So at the urging of Wunderkind, the vendor he used for personalized email marketing, he added SMS text messaging to his marketing strategy and over time generated the engagement he wanted.

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