PopSugar's 'Must Have It' Enables Consumers to Shop by Texting "Yes"
Laura McQuarrie — August 15, 2017 — Tech
References: musthave.popsugar & digiday
PopSugar recently launched a new service called ‘Must Have It’ that makes it possible for consumers to purchase products just by typing “yes” via text.
Knowing the challenges of getting consumers to download a dedicated app, PopSugar developed an alternative that still puts a phone-focused experience first. With Must Have It, consumers are able to instantly shop favorites from PopSugar editors by text. Consumers who provide their mobile number for the program will receive a weekly text with the 'Must Have' of the week and will be given the opportunity to have desired items shipped for free within five business days.
As PopSugar co-founder Brian Sugar says: “Not a lot of people are using text as a commerce platform” and “I don’t know why there aren’t more.”
Knowing the challenges of getting consumers to download a dedicated app, PopSugar developed an alternative that still puts a phone-focused experience first. With Must Have It, consumers are able to instantly shop favorites from PopSugar editors by text. Consumers who provide their mobile number for the program will receive a weekly text with the 'Must Have' of the week and will be given the opportunity to have desired items shipped for free within five business days.
As PopSugar co-founder Brian Sugar says: “Not a lot of people are using text as a commerce platform” and “I don’t know why there aren’t more.”
Trend Themes
1. Text-based Shopping - The rise of text-based shopping services like PopSugar's 'Must Have It' opens up new opportunities for businesses to engage with consumers and make purchases through a simple and convenient platform.
2. Phone-focused Experience - The success of PopSugar's Must Have It highlights the potential for businesses to create phone-focused experiences that prioritize convenience and seamless transactions, bypassing the need for dedicated apps.
3. Mobile Commerce - The increasing adoption of mobile commerce through text-based shopping services offers businesses a disruptive innovation opportunity to tap into a growing market of consumers who prefer effortless and quick purchasing options.
Industry Implications
1. Retail - The retail industry can leverage text-based shopping services like PopSugar's Must Have It to enhance customer engagement, increase sales, and streamline the shopping experience for consumers.
2. E-commerce - E-commerce companies can explore the potential of text-based shopping services as a way to improve customer conversion rates, simplify the purchasing process, and drive customer loyalty through personalized recommendations.
3. Marketing and Advertising - The rise of text-based shopping services presents marketing and advertising professionals with an opportunity to utilize targeted messaging strategies and capture consumer attention through direct and interactive communication channels.
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