Dive Brief:

• Nordstrom Inc. has tapped communications development platform Twilio to expand its text messaging program to improve customer service and get shoppers into its stores.

• A third of Nordstrom customers say they prefer text to get photos of merchandise and other communications, the retailer said.

• Twilio’s service will enable the department store retailer to send texts at a far lower cost, and the communication platform company says that its services could expand to include delivery notices and receipts.

Dive Insight:

Nordstrom had already been using text messaging to communicate with customers, but it says Twilio will enable it to do so more cheaply and efficiently. The program is just one more way for a retailer to reach customers — on their phones, using apps — in a way they want to be reached.