{"id":17125,"date":"2023-08-03T11:49:00","date_gmt":"2023-08-03T11:49:00","guid":{"rendered":"https:\/\/sinchimportfinal.local\/customer-stories\/how-picard-increased-customer-engagement-42-conversational-rcs-experience\/"},"modified":"2025-05-27T06:11:42","modified_gmt":"2025-05-27T06:11:42","slug":"how-picard-increased-customer-engagement-42-conversational-rcs-experience","status":"publish","type":"customer-stories","link":"https:\/\/sinch.com\/customer-stories\/how-picard-increased-customer-engagement-42-conversational-rcs-experience\/","title":{"rendered":"How Picard increased customer engagement by 42% with a conversational RCS experience"},"content":{"rendered":"\n<p>Picard has been described as \u201c<a href=\"https:\/\/www.ouiinfrance.com\/picard-surgeles-frances-frozen-food-store\/\" target=\"_blank\" rel=\"noreferrer noopener\">pure heaven<\/a>.\u201d That may be surprising for a store that specializes in frozen food. But Picard\u2019s commitment to premium products and customer experience has won them a loyal following. Today they have presence in 18 countries and are a household name in France with over 1,100 stores across the country.<\/p>\n\n\n\n<p>In the highly competitive retail landscape, engaging customers during the holiday season is crucial. This period accounts for 25% of Picard\u2019s yearly sales. That\u2019s why Alix Berthon, Picard\u2019s CRM manager, sought out new solutions to increase engagement and sales. Her team was already leveraging email and SMS.&nbsp;<\/p>\n\n\n\n<p>\u201cEmail is our number one channel and we introduced SMS in 2021. We appreciate the immediacy of SMS. We leverage it for strategic campaigns, communications related to our loyalty program, and tips for our community. Now we wanted to explore what a conversational experience would look like,\u201d says Alix.&nbsp;<\/p>\n\n\n\r\n\t                    <div class=\"iframe-responsive-container lazy-video \">\r\n                <a href=\"https:\/\/vimeo.com\/930640724\" class=\"lazy-video-link\" data-lazy-video=\"930640724\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"vimeo\" data-thumb=\"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\" alt=\"How Picard increased customer engagement with conversational RCS\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/vimeo.com\/930640724#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\",\n    \"embedUrl\": \"https:\/\/player.vimeo.com\/video\/930640724\",\n    \"contentUrl\": \"https:\/\/vimeo.com\/930640724\",\n    \"name\": \"How Picard increased customer engagement with conversational RCS\",\n    \"uploadDate\": \"2024-04-04T08:36:32+00:00\",\n    \"duration\": \"P0DT0H3M2S\"\n}        <\/script>\r\n\r\n\t\r\n\n\n\n<h2 class=\"wp-block-heading\">RCS has entered the chat<\/h2>\n\n\n\n<p>Alix knew Picard had the opportunity to lift sales and win customer loyalty by taking their texting experience a step further. That\u2019s why her team decided to try&nbsp;<a href=\"https:\/\/sinch.com\/blog\/what-is-rcs-messaging\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rich&nbsp;Communication Services<\/a>&nbsp;(RCS).<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote.png\" alt=\"Picard Alix Berthon - Quote\"\/><\/figure><\/div>\n\n\n<p>RCS is a messaging protocol for Android users with chat features that are similar to Apple\u2019s iMessage. It allows for read receipts, verified sender IDs, higher resolution media, and more. RCS is growing rapidly, with&nbsp;<a href=\"https:\/\/sinch.com\/blog\/apple-support-RCS\/\" target=\"_blank\" rel=\"noreferrer noopener\">Apple expected to adopt the protocol<\/a>&nbsp;in 2024.&nbsp;<\/p>\n\n\n\n<p>\u201cRCS messaging was an obvious choice for us,\u201d Alix says. \u201cThis channel allows verified sender IDs to send branded messages to any customer with an RCS-enabled device \u2014 that means more security and trust.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Engaging customers with a conversational experience<\/h2>\n\n\n\n<p>Picard\u2019s mission is to \u201ccontinually nurture the love of good food\u201d. They brought this to life with RCS by creating a conversational experience that takes the stress out of planning your holiday menu.<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset.png\" alt=\"Picard Case Study Handset\"\/><\/figure><\/div>\n\n\n<p>In this interactive journey, customers shared details about their dietary preferences, budget, and willingness (or lack thereof) to cook \u2014 all within their native messaging app.&nbsp;<\/p>\n\n\n\n<p>Based on their responses, they were presented with a personalized holiday menu and a call-to-action, directing them to the Picard website.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The technology behind the scenes<\/h2>\n\n\n\n<p>The messages were sent using Sinch\u2019s&nbsp;<a href=\"https:\/\/sinch.com\/apis\/messaging\/conversation-api\/\" target=\"_blank\" rel=\"noreferrer noopener\">Conversation API,<\/a>&nbsp;which includes supports SMS, MMS, RCS, and over-the-top channels like WhatsApp, Viber, Telegram, and others. This unified API simplifies development, requiring just a single integration while allowing for easy activation of additional channels as needed.&nbsp;<\/p>\n\n\n\n<p>For Picard\u2019s campaign, our API was directly integrated with our&nbsp;<a href=\"https:\/\/sinch.com\/products\/chatlayer\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI chatbot builder<\/a>, the tool used to design the conversational experience. This allowed Alix and her team to see how customer\u2019s responses mapped to personalized menus.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot.png\" alt=\"Picard Chatlayer Screenshot\"\/><\/figure><\/div>\n\n\n<p>To guarantee a successful campaign on every device, Picard utilized our RCS API\u2019s&nbsp;<a href=\"https:\/\/developers.sinch.com\/docs\/rcs\/capability-checking\/\" target=\"_blank\" rel=\"noreferrer noopener\">capability check<\/a>&nbsp;to identify contacts with compatible devices. For contacts without RCS capability, Picard sent a Rich SMS with a link to a web-based version of the chatbot. This approach ensured all customers, regardless of device, could engage in the interactive experience.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Measuring the results<\/h2>\n\n\n\n<p>Alix was able to deploy and measure the holiday campaign from Sinch\u2019s campaign dashboard. She easily compared the performance of the RCS messages vs the Rich SMS messages.&nbsp;<\/p>\n\n\n\n<p>\u201cIn terms of data analytics, RCS allows us to carry out more detailed assessments, particularly thanks to trackable read rates and click-through rates, which are not available on classic SMS campaigns,\u201d explains Alix.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot.png\" alt=\"Picard Campaigns Screenshot\"\/><\/figure><\/div>\n\n\n<p>In the end, the campaign saw a click-through rate three times higher than that of Rich SMS. Customer engagement was 42% higher with the RCS campaign even though the audience was two times smaller than that targeted with Rich SMS. The RCS format also generated over 10% more clicks to the website than Rich SMS.&nbsp;<\/p>\n\n\n\n<p>\u201cWe were really impressed by the results,\u201d Alix says. \u201cConversational experiences make it easy to bring our value proposition to life for our customers. We already have lots of ideas for how we can continue exploring this new channel.\u201d<\/p>\n","protected":false},"author":6,"featured_media":60374,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"customer_stories_industry":[114],"class_list":["post-17125","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry","customer_stories_industry-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sinch - Picard: 42% Increase in Engagement with RCS<\/title>\n<meta name=\"description\" content=\"Discover how Picard increased customer engagement by 42% using conversational RCS. 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