Powered by Listrak Intelligence, the analysis
reveals key insights for beauty and fashion brands around SMS,
loyalty and overcoming e-commerce "window shopping"
LITITZ,
Pa., March 18, 2025 /PRNewswire/ -- Beauty
shoppers are twice as likely to convert after receiving an SMS cart
abandonment message and 2.6 times more likely to convert after
receiving an SMS price drop alert, according to a new report
from Listrak, the retail industry's person-first marketing
platform. The insights are part of the 2025 Beauty & Fashion
Benchmark Report from Listrak, which powers digital connections for
leading beauty and fashion brands including Peter Thomas Roth, COOLA, Oscar de la Renta and 7 For All Mankind.
Like beauty shoppers, fashion consumers also are embracing SMS,
the Listrak report found. In the fashion vertical, every SMS
campaign analyzed saw a year-over-year conversation rate increase,
proving that fashion shoppers are becoming more comfortable
purchasing directly from their phones.
"Listrak is more than a platform—it's a partner," said
Jamie Elden, Listrak's Chief Revenue
Officer, who also leads Listrak's beauty and fashion division.
"With Listrak's expertise and predictive intelligence, we help
fashion and beauty brands anticipate trends, optimize strategies,
and make faster, smarter marketing decisions, driving real-time
results."
The report's data and analysis were conducted by Listrak
Intelligence, which unites AI-powered insights with
industry-specific expert analysis.
Additional findings include:
- Loyalty Programs Take Center Stage: Beauty brands
overhauled their loyalty strategies, leading to a staggering 60X
year-over-year increase in loyalty sends. These campaigns saw 2X
higher conversion than overall benchmarks. Fashion brands increased
loyalty sends by 167% year-over-year as more brands launched or
revamped their programs.
- Shoppers Are Browsing More: For beauty shoppers, "window
shopping" surged last year, with browse abandonment sends up 51%
and cart abandonment sends up 42%. Many beauty shoppers didn't
convert immediately – either leaving without purchasing or
researching online before buying in-store. To overcome window
shopping in the fashion sector, fashion brands relied more on
urgency-driven messaging in 2024, with Low Inventory, Price Drop,
and Replenishment campaigns seeing a major uptick in sends.
- Fashion Brands Court Dormant Customers: For fashion
brands, as customer acquisition costs rose, brands focused heavily
on reactivating dormant shoppers nearly 2X the rate of last
year.
In addition to identifying key trends, the report also provides
guidance for marketers to optimize campaigns, including AI-powered
strategies such as utilizing AI-driven product recommendations
within broadcast emails to help with product discovery;
channel affinity to determine where they are most likely to engage;
and product recommendations for Recurring Automated Campaigns (RAC)
to deepen product discovery and help consumers find what they are
shopping for.
Listrak's 2025 Beauty & Fashion Benchmark is based on data
from 125 billion email and SMS/MMS messages sent by over 1,000
e-commerce clients between Jan. 1,
2024, and Dec. 31,
2024.
About Listrak
Listrak is the person-first marketing automation platform that
seamlessly integrates data, identity, and cross-channel messaging
to power hyper-personalized customer experiences. Built for leading
retailers and brands, Listrak drives measurable customer growth,
maximizes efficiency, and delivers exceptional revenue results. For
more information, visit https://www.listrak.com/.
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SOURCE LISTRAK
