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Fashion brand Everlane axes Facebook Messenger and reverts to email

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By John Glenday | Reporter

March 2, 2017 | 1 min read

Digital fashion retailer Everlane, a founding partner of Facebook Messenger’s notification service, has announced it will no longer make use of the platform to communicate with customers.

Everlane was one of two launch partners for the service in 2015 but after two years of use it has taken the decision to revert back to email instead.

In a note to shoppers the brand said: “It was a good couple of years, but we've decided to stick with what we do best — email.”

Everlane had been an early adopter of Facebook Messenger, seeing it as a more efficient medium for communicating order confirmations and shipping updates to customers as well as to allow customers to send questions its customer service team.

While the latter function will remain in use, formal notifications will now be presented in email form only.

Everlane's switch back to its own channel rubs against a recent trend for businesses to migrate toward social messaging networks such as WhatsApp and Snapchat to build relationships with consumers.

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