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Tailored for modern retail: How Simon Jersey unlocked new growth through SMS automation

Discover how a strategic SMS welcome journey generated more revenue than email and transformed customer engagement through automation.

27 August 2026 6 minute read

Digital marketing services

Weaving SMS into the customer experience

For decades, Simon Jersey has been a trusted supplier of workwear, uniforms, and professional clothing for businesses across the UK. From healthcare and hospitality to corporate environments, the brand has built a reputation for quality, reliability, and helping organisations present their teams professionally.

As customer expectations continue to evolve, Simon Jersey recognised the need to strengthen its customer engagement beyond traditional marketing channels. Email remained an important part of their retention strategy, but there was a growing opportunity to reach customers more directly, more personally, and at exactly the right moment.

The objective was simple: create a stronger welcome experience, improve customer engagement, and unlock new revenue opportunities through SMS.

Our impact.

+482%

increase in Welcome Flow revenue

+9.4%

more revenue generated

+97.6%

SMS revenue driven by automation

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Another thread to the customer journey

Like many eCommerce businesses, Simon Jersey had a strong email foundation in place, but there was a clear opportunity to improve how new customers were welcomed and guided towards their first purchase.

The team identified several key areas for optimisation:

Our approach included:

Increasing revenue from the Welcome Flow
Reaching customers through a more immediate channel
Reducing reliance on email-only communication
Creating a more connected onboarding journey
Driving consistent revenue through automation

Rather than relying on one-off campaign sends, the strategy focused on building an automated SMS journey that could engage customers at the right moment, support the existing email experience, and deliver measurable performance without adding unnecessary manual workload.

Stitching SMS into the customer journey

To maximise performance, the focus was placed on automation rather than one-off campaign sends.

A dedicated SMS Welcome Flow was introduced, designed to engage customers immediately after sign-up and guide them towards their first purchase. The journey was carefully structured to deliver timely, relevant messaging while maintaining the Simon Jersey brand experience.

Rather than treating SMS as a standalone channel, the strategy positioned it alongside existing customer engagement activity, creating a more connected onboarding experience.

The objective wasn’t to build a short-term fix. It was to build an automated framework capable of delivering consistent returns without increasing day-to-day management overhead. As the programme matured, automation became the driving force behind performance, ensuring customers received relevant messages at key decision-making moments throughout their journey.

The results: More than just a welcome message

The SMS Welcome Flow delivered clear results within four months, with revenue increasing by 482% from month one to month four and an average month-on-month growth rate of 94%.

It also generated 9.36x more revenue than the equivalent email welcome journey, showing the value of expanding beyond email-only retention.

Key results included:

482% increase in Welcome Flow revenue
94% average month-on-month growth
9.36x more revenue generated through SMS compared to email
97.6% of SMS revenue driven through automation

With 97.6% of SMS revenue coming from automated journeys, Simon Jersey created a scalable customer engagement channel that continues to perform without constant manual input.

Get in touch with our experts today

SMS has become an incredibly valuable addition to our customer engagement strategy. The results have exceeded expectations, particularly when compared to traditional channels. What has impressed us most is how effectively automation has driven performance, allowing us to generate meaningful revenue while delivering a seamless experience for new customers."

Kate McCauley - Group Marketing Director

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