Case Study: MUJI strengthens North American e-commerce and SMS engagement with Attentive

How the International Brand Adapts to Local Markets in the US and Canada

The international retailer Muji sought to grow its presence and adapt its global e-commerce strategy for local markets in the United States and Canada. The challenge involved resonating with new North American audiences, requiring adaptations to marketing, product names, and customer service policies like returns. Muji partnered with the vendor Attentive to enhance its digital marketing approach.

Attentive's solution was the implementation of a targeted SMS marketing program. After launching successfully in the U.S., Muji expanded the Attentive program to Canada, using text messaging to connect with customers effectively. This strategy was a key part of a broader effort to localize the experience, which led to building greater customer trust and loyalty. The vendor Attentive helped Muji become more aggressive in its marketing, resulting in strong performance from its SMS channel.

Muji

Eric Kobuchi

Director of E-Commerce