I have 200+ unread text messages in my iPhone, and I only expect that number to
increase. This comes to me as a surprise that Kiehl's, the cosmetic brand that
refrains from advertising, is using text message to connect with its customers.
Behind the text messages, it's AI. While we don't know the effectiveness of the
text messages, it's worth understanding the rationale behind such move. At
least, customers can't unsubscribe themselves from text messages as easily as
from email list.
The range of things
that can be done on mobile has been expanding rapidly. With over 85% of Kiehl's
emails opened on mobile devices, Kiehl's caught the trend of handsets. However
it is different from the text we received years ago. With AI, the messages can
be highly personalized and tailored to the customer needs. Kiehl's uses
cognitive technology to predict customer behavior and send out the text message
when they need Kiehl's products the most.
For someone who
never uses message on iPhone like me, it's likely that the text message will be
neglected. However compared to a inbox battlefield where every brand sends out
their daily promotion in the morning, I think there is opportunity for Kiehl's to
stand out. After all, it is targeting the right people with right products at
the right timing.
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