How SMS helped Brooks Brothers engage with millennials

Brooks Brothers, the US fashion retailer, has leveraged personalization in its SMS strategy to effectively connect with a younger audience.

Brooks Brothers, the American fashion retailer, has found that text messaging is a highly impactful channel for engaging with consumers.

Assisted by a tie-up with SMS marketing firm Attentive that was announced in October 2021, Brooks Brothers has doubled its SMS audience, developed more than 100 audience segments and boosted the ROI from this channel by 174x.

More specifically, it has connected with millennial shoppers and developed a growing pool of first-party data, meaning its customized, conversational SMS messages grow more tailored and relevant over time.

A challenging scenario

Founded in 1818, Brooks Brothers sells apparel for women, men and...

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