A shopaholic’s dream come true

WWD reports that clothing and home decorating retailer Urban Outfitters is trying out a system called UO TXT that will allow users to receive...

WWD reports that clothing and home decorating retailer Urban Outfitters is trying out a system called UO TXT that will allow users to receive alerts and even shop via cell phone. I touched on this topic in a podcast (scroll down to PRWeek Q&As) interview with Richard Laermer, one of the authors of the book Punk Marketing: Get off Your Ass and Join the Revolution.

In response to my question about whether or not this sort of outreach would annoy people, he commented that one company has found success by only sending messages on things people really care about like movies and entertainment.

Certainly, you shouldn't bombard people either. UO TXT will only be sending messages twice per month, which sort of makes me think that an e-mail twice per month would be just as effective. But, no doubt, our continued and growing reliance on cell phone communication will make text alerts more welcome and more useful as time goes on. The article also talks about one Michigan retailer that sends a text alert just before gas prices increase to give people a chance to catch the lower price. A welcome message indeed.

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