SMS Benchmarks for Retail Trade

Retail trade teams rely on SMS benchmarks to understand how shoppers engage with promotions, orders, and store updates. This guide explores the SMS performance metrics that define effective communication across modern retail experiences.

The following stats come from analyzing 203,358 engaged contacts.

Average Response Rate

The average response rate in retail trade is 70.85%, reflecting how often shoppers reply when stores communicate by text about orders, stock updates, or loyalty activity.

Response rate shows the proportion of customers who respond, found by dividing the number of replies by messages successfully delivered. In retail environments, this metric reveals how well messaging resonates with buyers at crucial moments such as click and collect, returns, or promotions.

When response rates stay strong, retailers can better coordinate staffing, refine timing, and keep in store and online experiences feeling cohesive and reliable.

Average Opt-Out Rate

The average opt-out rate for retail trade is 0.20 percent, a figure that reflects how shoppers respond to ongoing text communication from stores and brands.

Opt-out rate is the percentage of subscribers who reply STOP or otherwise unsubscribe from your texts compared with all successfully delivered messages over a given period.

It is calculated by dividing the number of opt-outs by the total messages delivered, then multiplying by one hundred.

In retail trade, this metric signals whether promos, product alerts, and order notifications feel helpful or overwhelming, helping teams make sure messaging stays relevant and customer friendly.

Average Click-Through Rate

The average click-through rate in retail trade is 12–20% and signals how often shoppers engage with links in SMS messages that highlight products, promotions, or store updates.

Click-through rate shows the portion of successfully delivered texts that result in at least one tap on a tracked link.

To work it out, divide the number of URL clicks by the number of messages delivered, then multiply that result by 100.

In retail trade, this metric reveals how relevant and compelling customers find product recommendations, limited time offers, or pickup notifications, guiding smarter messaging and merchandising choices.

Average Conversion Rate

The average conversion rate for retail trade is 18–28%, reflecting how many people who receive an SMS message go on to complete a desired outcome after reading it.

Conversion rate measures the share of recipients who perform a specific action, such as completing an online purchase, using an in store coupon, or opting into a loyalty program, out of all delivered messages.

It is calculated by taking the number of successful results, dividing that figure by the total SMS messages sent, then multiplying by 100 to express it as a percentage.

Within retail trade, this metric matters because it shows how effectively messaging supports sales performance, stock movement, and customer relationship building.

Average Delivery Rate

The average delivery rate for retail trade is 98–99%, which means nearly every SMS successfully arrives on the shopper’s phone as planned.

This reliability helps retailers keep customers informed about fresh arrivals, time sensitive promotions, curbside pickup updates, and order status notifications in real time.

Delivery rate is calculated by taking the number of messages that carriers confirm as delivered and dividing that by all texts sent, while filtering out those that fail because of invalid contacts or strict carrier filters.

In retail trade, a strong delivery rate is crucial because stores depend on fast communication for inventory alerts, fraud checks, staff coordination, and post purchase support.

Average Open Rate

The average open rate is 98%, which means shoppers in retail trade almost always read the texts they receive from stores and brands.

This figure highlights how strongly customers pay attention when a message lands in their SMS inbox.

Open rate describes the percentage of successfully delivered texts that people actually open.

It is calculated by dividing the number of opened messages by the number delivered, then multiplying the result by 100.

In retail trade this metric is vital because product alerts, store updates, loyalty rewards, and delivery notices must be seen quickly so customers stay informed and engaged.

Average Time to Read

The average time to read an SMS in retail trade is 3 minutes.

Time to read describes how long it takes shoppers to open and view a text once it has been successfully delivered to their phone.

It is calculated by tracking the time gap between message delivery and first open for many messages, then averaging these results across campaigns.

This metric matters in retail trade because quick reading affects inventory alerts, curbside pickup updates, flash sales, loyalty rewards, and fraud related notifications, helping teams make sure communications land while customers are still ready to purchase.

Average Response Time

The average response time for retail trade is 90 seconds, indicating how quickly customers typically respond once a text message reaches their phone.

Response time is the span between message delivery and the first customer reply.

It is calculated by taking this time gap in each conversation and finding the average across all interactions.

In retail trade, a faster response time supports swift clarification of product questions and quick updates on orders or stock.

It also signals that shoppers are engaged with SMS, which helps teams make sure service is timely and relevant.

Average Bounce Rate

The average bounce rate is 1–2 percent for retail trade, indicating that very few SMS updates fail to reach shoppers.

A low figure points to reliable customer data and steady message delivery in everyday store and ecommerce activity.

Bounce rate is calculated by dividing undelivered SMS messages by the total number of texts sent, then converting that ratio into a percentage.

In retail trade this metric matters because dependable delivery supports order status alerts, click and collect updates, promotional campaigns, and stock notifications.

Consistently low bounce rates help keep databases tidy so communication flows smoothly from warehouse to shop floor to customer.

Average Messages per Conversation

Retail trade businesses see an average of 7.4 messages per conversation, which signals high engagement.

This metric captures how many messages are exchanged in a single customer thread.

It is calculated by taking the full count of messages in a period and dividing it by the number of separate conversations.

In retail trade, a higher average message count often reflects shoppers asking detailed questions about products, availability, or returns.

That richer back and forth helps staff clarify needs, reduce purchase friction, and build trust.

By tracking this metric, retailers can spot communication gaps and make sure every interaction feels responsive and personal.

Overview of Retail Trade

The retail trade sector depends on responsive communication to keep pace with shifting customer expectations and rapid buying decisions.

Customers expect brands to be available, transparent, and consistent across channels, often while they are on the move or comparing options in real time.

This creates pressure on retailers to share accurate information quickly, coordinate internal teams, and manage high volumes of inquiries without sacrificing quality.

SMS offers near universal reach, rapid delivery, and very high engagement, which makes it ideal for time critical interactions.

By using SMS, retail trade businesses support smoother operations, maintain reliable customer touchpoints, and make sure communication keeps up with the speed of modern commerce.

SMS Use Cases in Retail Trade

SMS offers retail trade businesses a fast, personal way to reach shoppers at decision points, increasing conversions and reducing abandoned carts.

It also supports store operations by linking point-of-sale, inventory, and fulfillment to real-time customer communication.

Back-in-stock and low-inventory alerts notify customers who saved items, driving immediate purchases and reducing lost sales.

Order and pickup updates send precise ETA, locker or pickup-code details, and reminders so customers arrive on time and staff can make sure workflows stay smooth.

Targeted flash-sale and loyalty messages sent from POS segmentation deliver timely offers based on purchase history without relying on email.

Returns and exchange scheduling via SMS lets customers book in-store times, receive prepaid labels, and get status updates to shorten resolution cycles.

FAQs About SMS Benchmarks for Retail Trade

How can retail trade stores use SMS to improve in-store customer experience?

Retail trade stores can use SMS to send pick-up notifications, fitting room updates, and assistance-on-demand links while shoppers are in the store. This creates smoother visits and helps staff respond quickly when customers need help.

What role does SMS play in retail trade loyalty programs?

SMS lets retail trade brands share loyalty updates, exclusive access, and personalized perks directly to a shopper’s phone. Customers feel more valued when rewards, birthday treats, and member-only events are communicated clearly and at the right moment.

How should retail trade businesses handle customer service through SMS?

Retail trade businesses can use SMS for quick answers to product questions, order issues, or return instructions. Keeping replies short, friendly, and solution-focused helps customers feel supported without needing to call or visit the store.

What kind of SMS content builds stronger relationships with retail trade shoppers?

Content that feels useful, such as style tips, product care advice, or early access to new collections, builds trust over time. When messages reflect a customer’s preferences and past purchases, the communication feels more relevant and personal.