Discover how Represent Clothing boosted retention and increased conversions by retargeting the right audiences.

Creating and scaling a personalized SMS experience for customers

In August 2023, Represent Clothing switched to Attentive for SMS marketing to enhance their personalization strategy and better connect with their audience. The initial goals were clear—drive higher engagement through a more immediate communication channel, ensure time-sensitive messages like product drops were seen quickly, and customize outreach by offering early access, exclusive offers, and timely updates.

Represent also wanted to consolidate their global SMS program and manage 15 regions under one account to oversee communications more efficiently. They launched and tested SMS with Attentive in the UK before expanding to other parts of the world—such as Australia, Canada, and the US. 

Doubling SMS subscriber growth in the first year

By implementing sign up units utilizing Attentive’s patented two-tap mobile technology, Represent Clothing doubled their list size within the first year, reaching approximately 84,000 active SMS subscribers, and collecting 95,000 email addresses. Integrating SMS and email sign-ups provided a smooth customer experience for capturing both contact methods. 

Leveraging advanced segmentation to drive engagement

Represent Clothing's segmentation strategy focuses on customer engagement—such as clicks, previous purchases, and loyalty—to categorize and personalize messages to subscribers. For example, they segment app users who have clicked a link in the last six months but haven't placed an order with the help of Attentive’s Shopify integration, achieving a 15% conversion rate.

Another integration that assists with segmentation is LoyaltyLion, which Represent Clothing uses to easily group subscribers by their points-based loyalty tiers—Bronze, Silver, Gold, Platinum, and VIP. This enables them to send targeted reminders and exclusive, time-sensitive access to launches and sales. Their "Prestige Points Reminder" loyalty segment achieved a 10% CTR.

They also refine their send lists by removing certain subscribers. For instance, customers who made two or more purchases during BFCM were excluded from receiving an extra Cyber Monday discount code to maintain a positive customer experience. This campaign saw an impressive conversion rate of 18%, showcasing how more personalized segmentation can increase ROI.

Lastly, re-engagement text messages such as cart abandonment and price drop alerts are top performers, achieving over 30x ROI. These two-step Journeys also follow up with the customer after a day, with the copy adding a sense of urgency.

”The ability to refine segments based on customer behavior and purchase propensity—such as recent high-value customers to prevent oversaturation—allows us to send to smaller, more engaged lists. This has led to optimized channel spend, higher conversion rates, and better overall performance. We’ve also seen our top CTRs with more advanced journeys such as cart abandonment and price drops.”
- Niall Young O’Brien, CRM Manager, Represent Clothing

Targeting high-intent subscribers and rewarding loyalty to increase customer lifetime value

According to Attentive’s UK consumer survey, 28% of shoppers view SMS as a VIP channel that offers exclusive value. Represent Clothing uses this strategy by providing early sale access to SMS subscribers and loyalty members during major events like Black Friday Cyber Monday, achieving a 19% CTR and a 53% conversion rate. This highlights the power of exclusivity and rewards in driving engagement and influencing buying behavior. 

Beyond promotions and loyalty benefits, Represent Clothing leveraged product launch campaigns to target their most engaged customers—those who clicked a text message link within the last 30 days. For example, the “Pink 247 launch” achieved a 14% CTR and a 13% conversion rate, proving exclusive drop messaging resonates with highly active subscribers. Complementing this, their post-purchase journey—which highlights new arrivals and bestsellers—has driven repeat purchases with a 22% conversion rate, solidifying SMS as a tool for long-term customer engagement and retention.

With the help of these campaigns and journeys, Represent has observed that 32% of their customers have made two or more purchases since opting into their SMS program.

”Our SMS marketing strategy has been a significant driver for increasing customer lifetime value at Represent Clothing. With nearly a third of our subscribers making two or more purchases, it's clear that this channel has a strong influence on buying decisions. Our automated post-purchase journey, boasting a 22% conversion rate, further underscores the impact of SMS in driving repeat purchases and enhancing customer loyalty.”
- Niall Young O’Brien, CRM Manager, Represent Clothing

Driving incremental revenue with AI Pro

Attentive’s UK consumer survey revealed that only 21% of UK shoppers are happy with how brands engage on SMS. Represent Clothing saw that as an opportunity to improve the experience by leveraging Attentive’s AI Pro features, which identify their most valuable subscribers and deliver highly personalized messages when they are most likely to engage.

Represent Clothing used Attentive’s Identity AI to discover and learn about site visitors through sign-up data and historical interactions, improving targeting and enhancing profiles. Meanwhile, Audiences AI optimized their lists by identifying and suggesting likely buyers while excluding less likely ones. Send Time AI then determined ideal message delivery times for each subscriber using past behavior and machine learning, triggering messages to be sent at those optimal times. This combination created a winning formula.

By optimizing segments, targeting, and send times, they achieved a 23% lift in revenue—34% from Audiences AI, and 12% from Identity AI. Represent Clothing are also seeing higher revenue per message from send-time optimization tests.

”Attentive’s AI Pro features helped us build a truly bespoke customer experience, streamlining our campaign creation process by automatically optimizing message content, timing, and audience segments based on customer behavior. The features are super easy to implement and use, giving our team time back to work on new strategies. The performance of our campaigns has also seen a huge lift, so it’s a win-win all around.”
- Niall Young O’Brien, CRM Manager, Represent Clothing

Attentive’s hands-on support made the adoption process seamless and efficient. With detailed guidance, the team gained confidence in navigating the new AI tools, allowing them to quickly implement and test new strategies.

Represent Clothing’s personalized SMS strategy drives significant ROI and boosts retention

With a focus on personalization and re-engagement, Represent Clothing has achieved a 28x overall ROI in the last six months, with some campaigns and journeys reaching up to 58x. The SMS channel has become key to driving up their customer lifetime value by contributing to a 32% repeat purchase rate among SMS subscribers. Their strategic use of segmentation and AI has further amplified conversion rates, averaging 10% for campaigns and 32% for journeys.

”Attentive provided a robust SMS platform and activated our data to engage customers through personalized and timely messages. They helped us streamline communication and deliver a top-tier experience, which has led to incremental revenue gains. We’re excited to grow with Attentive as they continue to invest in the future of AI-powered marketing and new ways to engage consumers.”
- Niall Young O’Brien, CRM Manager, Represent Clothing