How to use SMS to bridge online and offline retail shopping
Bird
Jan 28, 2020
SMS
1 min read
Key Takeaways
In-store shopping still dominates — but customers now rely on mobile research and messaging to guide their purchases.
SMS marketing and CPaaS platforms (Communication Platform as a Service) help retailers connect online and offline shopping journeys seamlessly.
Personalized text messaging drives stronger engagement than email, with open rates around 94% and higher redemption rates for offers.
SMS supports multiple use cases: promotions, order tracking, delivery notifications, payment alerts, and surveys.
Omnichannel communication through Bird enables unified customer conversations across SMS, WhatsApp, and other channels — boosting loyalty and conversions.
Data-driven personalization makes every text message feel relevant, helping brands stand out in a competitive retail landscape.
Q&A Highlights
Why is SMS still essential in retail marketing?
SMS delivers immediacy, high open rates, and real-time engagement that bridge digital browsing with in-store buying. It turns passive shoppers into active buyers.
What does “bridging online and offline” actually mean?
It means creating one continuous experience — where digital promotions, reminders, and updates encourage customers to visit physical stores or complete online orders.
How does CPaaS improve this experience?
CPaaS integrates messaging, voice, and chat channels into a single system, so retailers can manage all customer conversations efficiently and contextually.
What are practical ways to use SMS?
Send time-sensitive deals, delivery updates, and payment alerts, or collect quick feedback with short surveys — all within the customer’s preferred chat environment.
How can small retailers benefit?
CPaaS solutions like Bird’s make enterprise-level omnichannel communication accessible without complex setups or high costs — ideal for local or growing retailers.
The rise of online shopping giants like Amazon has changed just about everything about how people make purchases. But you might be surprised to learn that more people still buy in-store than online.
The rise of online shopping giants like Amazon has changed just about everything about how people make purchases. But you might be surprised to learn that more people still buy in-store than online. So, how can you keep up, and get customers buying from both your webshops and your brick-and-mortar stores?
By bridging online and offline experiences.
The retail path-to-purchase is going mobile
Even if customers buy more often in physical stores, they still use their smartphones to do most of the legwork. Keep in mind:
37% of consumers today look to social media for inspiration before making a purchase.
34% get inspiration from websites before buying in-store or online.
These days, your customers expect digital experiences that will draw them into your stores. So, why not use SMS to give them loads of reasons to buy from you?
Focus on CPaaS
SMS and WhatsApp really are everywhere. Chances are your buyers already use these channels to chat with their friends.
Plus, more than 50% of customers feel that companies don’t make it easy to contact them.
CPaaS (communication platform as a service) solutions, such as SMS, can make a huge difference — and transform casual shoppers into loyal customers.
Think of it this way:
91% of consumers are actually more likely to shop with brands who recognize and remember them and provide relevant offers and recommendations.
Nearly 3 out of 4 buyers surveyed by Accenture said that a business has never communicated with them online in a way that felt too personalized. So, if your customers have opted in to messaging and left their numbers, they really want you to strike up a conversation with them.
