Retail tech developer Bluecore has launched mobile messaging software designed to replace mass messaging of customers with targeted and individualised messages. Bluecore believes their approach can turn SMS into a channel for effective personalised retail messaging in place of mass texting which alienates many retail customers.

Bluecore says that many retail brands struggle with mobile messaging, despite the importance of mobile devices in shopping discovery and selection. While mobile traffic and engagement are increasing, conversions are lagging, according to Bluecore. This is due in part to the fact that shoppers have a low tolerance for irrelevant notifications from brands, especially when receiving them in this highly intimate but potentially invasive mobile context.

Bluecore positions its personalised messaging approach to mobile marketing as an alternative to a number of point solutions that send undifferentiated SMS/MMS messages to large customer lists. Bluecore says its Bluecore Mobile solution can select text messaging only when the platform predicts mobile to be the channel most likely to engage or convert shoppers.

Bluecore Mobile is an extension of the company’s core retail AI model, which acts on live shopper and product signals (or activity) to deliver precision messages to shoppers, no matter where they are, in the moment they need them. Bluecore enables retailers to deliver the same types of personalised and predictive messages on mobile that shoppers receive in emails, on-site communications and digital ads.

“Shoppers have the same wants, needs and preferences, no matter where they engage with brands, but their experiences are often fragmented as they move from channel to channel,” said Fayez Mohamood, CEO of Bluecore. “We’ve set out to solve for this by focusing on shoppers instead of the channel they’re on. Our mobile solution is the newest addition to the larger ecosystem we’ve built to make personalised, shopper-specific messaging ubiquitous across every channel where brands are connecting and building relationships with shoppers. This results in more personal experiences that have shoppers coming back for more.”