Pacsun has selected Attentive to strengthen its AI-powered customer engagement strategy across SMS, email, and Rich Communication Services (RCS). The partnership will help the fashion retailer deliver personalized communications and build stronger customer relationships. Additionally, the collaboration advances Pacsun’s mobile-first marketing strategy. It also supports long-term artificial intelligence (AI) goals and customer engagement initiatives.
Why Pacsun Selected Attentive
Pacsun is known for building an incredible community with social commerce, user-generated content and experiential retail. They wanted to build and platform that would bring everything together, be compatible with their existing marketing stack and be AI enabled for future initiatives.
AI is continuing to impact consumer behavior in retail. Attentive’s 2026 State of AI in Retail report found that 68% of respondents used AI for shopping within three months. Of these 72% agreed with 5 or more personalization statements.
Shirley Gao, Chief Digital & Information Officer at Pacsun, explained the decision.
“Today’s consumers don’t just buy products, they participate in brands and culture,” said Shirley Gao, Chief Digital & Information Officer, Pacsun. “As we continue evolving our customer experience, we wanted a partner that shares our vision for engaging the next generation of shoppers through personalized, mobile-first experiences. Attentive’s mobile-first platform and long-term vision for AI made them the right strategic partner as we continue evolving our customer experience.”
AI-Powered Personalization Across Channels
Pacsun will leverage Attentive’s SMS, email, and RCS offerings to improve personalization, increase subscriber acquisition, identity resolution, message deliverability, and increase customer lifetime value.
Attentive will also integrate with Pacsun’s CDP partner, Amperity, to unify customer engagement across multiple marketing channels. Pacsun intends to use more of Attentive’s AI Pro, AI Grow, and AI Journey solutions in the future to automate campaign creation, increase audiences, and provide personal journeys based on preferences and behaviour.
Ryan Willette, Global Head of Customer Success, Partnerships & Account Management at Attentive, discussed the partnership’s potential.
“Pacsun has built an incredibly strong connection with young consumers, and the opportunity now is to make every interaction more relevant to the individual,” said Ryan Willette, Global Head of Customer Success, Partnerships & Account Management. “Attentive’s agentic AI is designed to help marketers put that strategy into practice, adapting experiences based on each customer’s interests and behavior while keeping the brand in control.”
Advancing Retail Customer Engagement
As consumer attention becomes increasingly competitive within retail, it is crucial that retailers are able to deliver more effective personalization strategies. Pacsun & Attentive have partnered together to connect customer data with smart and relevant communication. This will help Pacsun adapt to evolving customer expectations and improve their AI customer engagement strategy.
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News Source: Businesswire.com
