‘Brands need to be in the business of attention arbitrage’: Why conversational commerce is catching on

Apps had their run — but brands’ answer to a strong customer touchpoint on mobile is now SMS.

As more fashion and beauty companies aim to meet customers where they are, fewer are asking shoppers to go out of their way to download an app. To connect with customers on mobile, where they’re increasingly spending their time, brands are instead getting creative with text messaging. 

Depending on the brand, texting is now a channel for selling, marketing and assisting customers. Brands are reporting good engagement now, but future success through text depends on consumer tolerance as more brands get ahold of their digits.

“Yes, brands need to be where customers are, but more importantly, they need to be in the business of attention arbitrage — to be where customers are and where other brands are not,” said Syama Meagher, chief retail strategist at Scaling Retail. “We have a while to go

Article source: https://www.glossy.co/fashion/brands-need-to-be-in-the-business-of-attention-arbitrage-why-conversational-commerce-is-catching-on