Focus Wickes subsidiary Wickes Home Improvement Centres is trialling an SMS response option in its advertising campaigns.
The service, using technology from txt4, allows customers to request a brochure from the company using a standard text message sent by a mobile phone.
The pilot is intended to see whether Wickes can improve footfall across its 157 stores and at the same time reduce call centre costs.
The service uses QAS's QuickAddress software to find the user's full address from their name, house number and postcode.
In addition to improving customer service, Wickes hopes to use the data to measure the effectiveness of its advertising campaigns.
In a statement, Wickes CRM manager Damian Leanord said: 'We've teamed up with txt4 to trial an alternative way of fulfilling requests for brochures.
'We will be reviewing how well our customers have responded to the trial before deciding whether we will go forward with this technology.'
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