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Picard, a famous French food brand, generates 25% of its annual turnover during the holiday season. Beyond the economic importance of the period, the end of December represents above all an ideal time to engage the brand's customers with impactful campaigns.
Picard therefore wanted to innovate in its communication too! This with the sole aim of supporting its customers to offer them ever more services and inspiration for their holiday meals.
A/B testing to determine the best channel
So, Sinch recommended that Picard perform an A/B test to poland number for whatsapp verify which solution between a short RCS message and an enriched marketing SMS brought the best results.
RCS (for rich communication services) is the ideal format to boost redirects to the site, in particular because it offers multimedia content directly in the recipients' messaging: GIFs, content customization, several CTAs... Everything is available to get the customer from the message to the brand's site. However, this communication protocol can only be used for the moment by users of Android devices.
For its part, the enriched SMS is perfect for creating an interactive customer experience for users of devices that are not compatible with RCS (in particular those that run on Apple's iOS operating system, primarily iPhones). Customers were invited to click on a circle in the message (received for example on the iMessage application) to discover their "My beautiful weekend" offer.
Record engagement for the RCS campaign!
From this test, the RCS campaign came out the winner. It generated a click rate of 18%, or 3.6 times more than the market average. In comparison, the enriched SMS recorded a very reasonable click rate of 8.2%, for a response rate of 91%. In addition, on this operation, the RCS message generated twice as many redirects to the Picard e-commerce site as the enriched SMS, even though the RCS contact list was two times smaller than that of the SMS.
All the content of the message fits in the height of the screen: in the blink of an eye, the recipient knows what it is about and can take action immediately, for a seamless messaging experience. On the other hand, the enriched SMS, if it is visually attractive, implies that the person clicks on the image to then arrive on a landing page presenting the offers in the form of a carousel. This is an additional step that can create friction.
The call-to-action (CTA) buttons are clear and give the customer a sense of choice. The interconnectivity of the RCS with other applications installed on the smartphone allows, for example, the addition of the “Find my store” button, using the reader’s geolocation.
This marketing campaign using RCS holds the record for the highest click-through rate for a commercial operation on such a volume in 2023 for Sinch users based in France. 95% of clicks were made on the CTA “I discover the selection” and 5% on the CTA “Find my store”.