Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

This episode was recorded live at CRMC 2022 in Chicago.

In episode 364 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Isabelle Darby, director of marketing at Paper Source, the premier paper store for unique gifts, crafts, stationery and more. Darby discusses her current role and career background (0:47), why Paper Source is investing in SMS marketing (1:41), and how the retailer drives opt-ins for the text message program (3:35). She shares the target customer demographics at Paper Source (3:58), the types of marketing messages the retailer is sending via SMS (5:12), and the retailer's strategy behind SMS frequency and content (6:52).

In addition, Darby discusses some of the customer learnings that Paper Source has discovered through first-party data capture (9:01), how SMS fits into the retailer's overall marketing strategy (10:43), and the other SMS marketing opportunities she's excited to add to the program in the future (11:55). Lastly, she touches on Paper Source's overall marketing focus going forward, including establishing a loyalty program (13:39).

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