Research conducted by ecommerce marketing platform provider Yotpo reveals how shoppers’ perspectives on mobile engagement has shifted. The widescale shift away from in-store shopping triggered by store closures and stay-at-home orders elevated the need for a strong digital presence, and text has been a welcome addition to the Lamps Plus strategy. “We’re able to leverage our store teams, which is where our expertise lies, but turn it into a nationwide function,” Wellington says. The availability of SMS has been a boost for Lamps Plus, providing new ways to interact with people outside its store areas. “Because you asked for our help, we’ll send you pictures that include the chandelier you were considering, plus other options,” Wellington says. The Lamps Plus team then creates a mock-up of the customer’s home environment with various product ideas. “You can take a picture of your dining room and send it to a designer,” says Terre Wellington, senior vice president of store operations at the Chatsworth, Calif.-based brand.
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