Claire's & Attentive
Claire's wanted to establish itself as a lifestyle brand targeting 12-16-year-olds. They needed a marketing channel to deliver personalized customer experiences and drive engagement. They chose SMS over email given its higher open rates and immediacy, and they partnered with Attentive to implement this strategy globally.
Claire's needed to implement a targeted SMS strategy that could engage customers globally, comply with different regional regulations, and manage the technical aspects of the rollout with minimal internal resources.
Claire's utilized Attentive's platform, including its built-in tools for triggered messaging, segmentation, and compliance. They implemented targeted SMS campaigns reaching specific customer groups based on location, loyalty, and engagement, and expanded from the US to the UK, France, and Ireland. Attentive managed the technical setup and regulatory compliance, allowing Claire's to focus on strategy.
Claire's saw significant success with their SMS campaigns, achieving a 149% increase in US SMS subscribers, a 20% CTR for US triggered messages, and a 17x ROI. In the UK, France, and Ireland, the average CTR was 32%, and Claire’s experienced significant ROI and CVR improvements. The successful implementation led to plans for further expansion in Europe.
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