The short answer
Boutique shoppers come back for something new that suits them. With their permission, use past purchases to tell them about relevant new arrivals, save discounts for when they genuinely help, and measure store visits, not message opens.
Key takeaways
- Time messages to the seasons your shoppers actually buy in.
- Lead with new pieces that match their past picks.
- Discounts teach shoppers to wait, so use them sparingly.
- 01Know the season, not just the shopper
- 02Lead with the new, matched to them
- 03Use offers sparingly
- 04Measure visits and returns
Know the season, not just the shopper
Fashion buying follows seasons, festivals and weddings. Look at when each shopper has bought before, so a message lands when they are actually shopping.
Lead with the new, matched to them
A note about new arrivals in a style or colour they bought before is more useful than a store-wide sale. Keep it short, and add a photo only when it shows the actual piece.
Use offers sparingly
Regular discounts teach shoppers to wait for the next one. Save offers for clearing a season or thanking a long-time customer, and state the terms clearly.
Measure visits and returns
Track store visits and bills from messaged shoppers inside a set window, along with product returns and opt-outs, so you know whether the message helped.
Put it to work.
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Written by the Reten editorial team. General guidance, not legal advice: check consent and messaging rules for your business before you send.
