The Challenge

Rainbow reaches its active customer base primarily through email campaigns designed to initiate an action, either online, in-store or on its mobile app. Email drives revenue, so one of Rainbow’s main goals is to acquire the email address of every shopper, including offline shoppers.

The Solution

Working with Listrak, Rainbow implemented an in-store SMS program to take the data collection burden off its associates while incentivizing shoppers to provide accurate personal data.

  • 25,000 weekly SMS subscribers
  • 92% email acquisition rate from text-to-join campaign
  • 52% of customers remain active in email channel
  • 8% click-through rate on broadcast SMS

About Rainbow Shops

Rainbow is an international fashion retailer with over 1,000 locations in the United States, Puerto Rico and the US Virgin Islands as well as They offer a wide selection of women’s, juniors, plus size, and children’s clothing, as well as shoes and accessories. With hundreds of new styles arriving every day in stores and online, Rainbow is the ultimate purveyor of must-have looks in fast fashion. Headquartered in Brooklyn, NY, Rainbow has been the final say in affordable style since 1935.