Fashion retailer selects Attentive to unify SMS, Email, and RCS and bring AI-powered personalization to its mobile-first customer engagement strategy.
Attentive®, the omnichannel marketing platform for retailers, apparel brands, and e-commerce companies, announced that Pacsun has selected Attentive to unify customer engagement across SMS, email, and Rich Communication Services (RCS). The partnership will help Pacsun advance how it connects with customers, bringing together mobile-first engagement and AI-powered personalization to build stronger relationships across channels.
Pacsun selects Attentive for AI-powered customer engagement.
Why Pacsun Chose Attentive
Pacsun has built one of retail’s most engaged youth communities by embracing social commerce, creator culture, and experiential retail. As the retailer continues evolving how it connects with the next generation of shoppers, it sought a customer engagement partner that could unify messaging across channels, integrate with its broader marketing technology stack, and evolve alongside its long-term AI vision.
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That strategy comes as AI is becoming a more prominent part of the shopping journey, changing what consumers expect from brands. Attentive’s 2026 State of AI in Retail report found that 68% of consumers surveyed used AI to help them shop in the past three months. Among these AI-assisted shoppers, 72% agreed with at least five of seven statements about personalization, covering areas such as recognition, relevant product recommendations, and brand messages.
“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.”
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Personalized Engagement Powered by AI
Pacsun will deploy Attentive’s SMS, email, and RCS capabilities to deliver more personalized customer communications while strengthening subscriber growth, identity resolution, deliverability, and long-term customer lifetime value. The platform’s flexibility will enable Pacsun to integrate with its customer data program (CDP) partner, Amperity, while supporting a unified customer engagement strategy. Over time, the retailer plans to expand its use of Attentive’s AI capabilities – including AI Pro, AI Grow, and AI Journeys – to automate campaign creation, accelerate audience growth, and deliver more intelligent customer journeys based on customer behavior and preferences.
“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.”
The Future of Customer Engagement
As brands compete for customer attention across a mix of mobile channels, the ability to turn customer data into personalized, AI-powered experiences is becoming a key competitive advantage. Through this partnership, Pacsun is building a customer engagement strategy designed to meet the evolving expectations of young shoppers while scaling more intelligent, personalized marketing messages across every stage of the customer journey.
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