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Retailers are deploying a new weapon in the battle for e-commerce business: text messages. American department store chain Nordstrom recently introduced a texting service that lets customers purchase items by simply typing three letters—BUY—and a product code.

Texting won’t replace online shopping or bricks-and-mortar stores, but a surprising number of affluent consumers like the idea of adding the service to the shopping experience: 20% surveyed by the Luxury Institute were “comfortable” receiving product suggestions by text; 71% said they would appreciate a text advising them of when products were in stock.

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