7 reasons health & wellness enthusiasts are obsessed with two-way text commerce


minute read

From coffee enemas and colonics to mouth-taping and placenta pills–there's nothing that consumers won't try in the pursuit of a better, healthier, and happier version of themselves. According to McKinsey and Co, 79% of consumers believe health and wellness is important, while around 50% consider wellness a top priority. 

79% of consumers believe health and wellness is important

But how will your ashwagandha powder stand out from the rest? It's the brands who drive value beyond the $$ and provide a personalized experience that will stand out in a crowded market. Here’s how health & wellness brands can use AI-powered text commerce to convert shoppers, increase LTV, and elevate the customer experience.

1. Text is the more personal way to shop

Health and wellness shopping is inherently personal. When it comes to putting something in or on their bodies, consumers need to trust your brand. SMS is a uniquely personal marketing channel—it’s how we stay in touch with our nearest and dearest. And it gives brands a chance to connect with their customers on a deeper level. It allows them to build trust by engaging in 1:1 conversations, providing personalized recommendations, and answering the right questions at the right time.

Wellness brand text message with customer

2. Wellness consumers are on the go

Live chat on websites may be helpful when consumers are sitting at their desks, but most people live active, on-the-go lifestyles. Think about the working mom who’s obsessed with mindfulness when quiet moments are few and far between, or the gym rat who shops while getting his steps in on the treadmill. They don’t have the time, or attention span, to endlessly scroll through websites, or to stay active in a live chat session to wrap up a conversation. But nothing is more convenient for mobile-first consumers than the ability to shop, get real-time support, and purchase products—all via text.

3. Wellness consumers have strict needs

Shopping for personal care products isn’t about magic formulas, quick hacks, or the lowest prices. Today’s consumers have strict preferences—they want to know what’s in the product, how it’s made, if it’s clean, if there are environmental implications, and so on. The personal products they buy are more than just their preferences—they’re extensions of their own identities, so brands that can quickly respond and provide clarity will win their loyalty.

With an influx of options, it’s a difficult space to navigate and they need help making decisions. And AI-powered text commerce is particularly well-equipped to help consumers narrow their options and make a decision.

Wellness brand restock text alert

4. There’s a high emphasis on service

A personalized, interactive touch goes a long way when it comes to shopping for health and wellness products. These products aren’t household staples. They’re additional items and consumers who buy them have the wallet-share to spare. They have high-end expectations, and offering them top-notch service so they feel valued is key. And brands who use SMS to its full potential can support customers throughout their entire journey by providing ongoing guidance, including follow-up instructions and tips for getting the most out of their products.

5. Health & wellness is habitual

People buy personal care products on a regular basis—which means high repeat purchase rates for brands in the health and wellness space. Providing a frictionless shopping experience is key to driving repeat orders. And nothing is easier than texting your favorite brand YES when you’re ready to reorder.

Wellness brand low stock reminder text message

6. Consumers are used to SMS

Where there may have been some reluctance in the past, consumers are now used to communicating with healthcare providers via SMS—which makes the health and wellness industry a natural extension. 83% of people want text reminders for medical appointments, and 79% want prescription refill texts. Consumers enjoy the ease and convenience text messaging offers, and it allows brands to connect in the rhythm of consumers’ daily lives.

7. Health & wellness trends change fast

What was popular in the always evolving wellness space last year might not be trending anymore. Gut health is having a moment, and Keto—one of the most popular diets in recent years—is losing its lure as people begin to realize that not all carbs are bad. A direct line of communication with customers is the best way to tap into the trends that make sense for your audience, understand what they want, and respond quickly. Brands that reformulate quickly based on industry trends and can instantly communicate that to their customers have a competitive edge. 

Want to hear how one personal care brand transformed their SMS channel into a customer experience touchpoint? Read Under Luna's story

Wellness consumers want white glove service via text. Are you ready?

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