Peace Out Skincare is betting big on SMS marketing after it recently moved the channel from considering it experimental to part of its core marketing strategy in an effort to keep up with changing shopper habits.
The California-based skincare company launched SMS marketing efforts last summer in line with promoting a new product, messaging shoppers early access deals and other campaign exclusives. Since then, the channel has grown to make up an estimated 30% of Peace Out’s direct sales, per a brand spokesperson.
About 80% of Peace Out Skincare’s customers are shopping via mobile phone and online, said Erin Murray, vice president of brand and consumer marketing, who did not give exact figures. The brand’s SMS strategy is part of the plan to meet those shoppers there. Instead of hard sales, Peace Out Skincare is using the channel to offer early access to product launches, refill orders and cart recovery as well as reminding consumers of items in their online shopping cart, and nudging them to purchase. Peace Out also uses SMS marketing to roll out digital content that will direct traffic back to the brand website.
It makes for an opportunity for the brand to learn about shoppers and what they’re buying to inform overall marketing strategy, and create targeted marketing messages, Murray said, noting that the brand is pushing to diversify its ad spend away from traditional channels.
“We’ve been putting more paid efforts behind [diversification] versus…