Radley London partnered with Attentive to launch SMS in a way that fit their brand and let them respond quickly to what customers were shopping for.

Turning browsing behavior into targeted, relevant messaging

Before Attentive, Radley London had never used SMS and were unsure how it would resonate. They started with a data-first approach—looking at browsing behavior to learn what shoppers were interested in and building product-view segments that reflected those preferences.

“Some of our bags appeal to very specific audiences. Attentive helps us identify those customers based on what they’ve browsed, so we can speak to them in a more meaningful way.”
- Jonathan Peters, Digital Marketing Executive, Radley London

Once they understood which collections drew different audiences, the team used that information to guide what they shared and when. With a clearer sense of what shoppers were exploring, they could send messages that felt more timely and relevant.

During BFCM, a message about the Chancery collection targeted shoppers who viewed it previously but didn’t buy, driving a 20.2% CTR.  A message promoting their Christmas collectable targeted shoppers who previously added similar items to cart, generating a 38.6% CTR.

Testing what resonates with their shoppers

Radley London tests different versions of their copy, using what they learn to refine their messaging and shape their approach over time. Radley London tests small copy variations to see what resonates.

For a “20% off ends tonight” message:

• Variation A drove a 7.9% CTR.

• Variation B performed stronger at 11.3% CTR, with wording that highlighted low stock.

During Black Friday, a “one day only” promotion showed similar learnings:

• Version A reached a 11.8% CTR with copy that led with the time limit.

• Version B mentioned this later in the message and generated a 5.8% CTR.

Journeys that bring subscribers back to buy

Radley London expanded their strategy with journeys designed to reach customers at valuable moments. Attentive’s product catalog API (application programing interface) enables them to run price drop and stock alerts—keeping shoppers who’ve shown interest informed of changes that create urgency or signal a better time to buy. Their top performers include:

• 29.8% CTR for price drop
• 29.1% CTR for back-in-stock
• 24.8% CTR for low inventory

“We’re very numbers-driven, so being able to personalize journeys based on behavior gives us the confidence that we’re sending the right message at the right time.”
- Jonathan Peters, Digital Marketing Executive, Radley London

Using SMS to complement email, not duplicate it

Radley London wanted to make sure SMS and email were working together, not competing for the same customer. Attentive’s API gives them richer insights—like trending items, who's already purchased from a trigger, and device information—which helps them decide when to use each channel and avoid sending the same message twice.

“We try to make email and SMS work together, not compete. Email shows us the trend, and SMS helps us act on it quickly.”
- Jonathan Peters, Digital Marketing Executive, Radley London

With this view of customer behavior, the team can also spot weekly trends across both channels. When an email about a specific product or collection performs well, they know subscribers are interested, and can follow up with an SMS to build on that momentum.

Showing the value before asking shoppers to sign up

The team launched a pre-engagement step—asking a question before collecting contact information—giving shoppers a moment to understand the value of signing up. This led to more confident subscribers, stronger intent at sign-up, and a more engaged list overall.

“Pre-engagement was something we hadn’t tried before, but the data showed it worked—and that gave us the confidence to roll it out.”
- Jonathan Peters, Digital Marketing Executive, Radley London

They’ve also used AI Grow to time on-site SMS and Email sign-up prompts for when shoppers are most likely to engage. AI use has resulted in a 17% revenue lift.

“AI Grow helped us improve the number of people who complete the full sign-up, sharing both SMS and email, which makes those subscribers more valuable. We’ve struggled with email collection in the past, so seeing more people finish the full SMS and email journey has been a big win.”
- Jonathan Peters, Digital Marketing Executive, Radley London