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Sinch Awards 2023 Winner
How to place Picard products at the heart of French households’ Christmas preparations?
CONTEXT
Picard achieves 25% of its annual turnover during the end-of-year holidays.
Beyond the economic importance of the period, this period represents above all an ideal time to recruit and retain new consumers by offering them product innovations, and through a privileged customer relationship.
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. Indeed, there are so many things to think about as the holidays approach: gifts, decorating the tree and especially the meal! This operation therefore aims to establish their position as the "favorite French" food brand (OC&C, 2022) while contributing to the increase in turnover during this crucial period.
SOLUTION
Sinch has created with Picard an immersive and personalized poland number for whatsapp experience allowing its customers to prepare for the holidays with complete peace of mind. Personalization is at the heart of Picard's customer strategy. This is why a conversational scenario that helps the French create their ideal menu for the holidays by addressing the right offer to the right customer was an obvious choice. This, based on their preferences, diet, budget or even desire to cook. The use of RCS was also an obvious choice for Picard because it is a secure channel that allows to increase and better measure the effectiveness of campaigns. Indeed, RCS allows in particular to know the reading rate of a message.
Long RCS benefits from a click-through rate 3 times higher than Rich on this conversational Christmas campaign. The enriched format of the scenario introduction directly in the messaging channel encouraged users to discover their personalized Picard menu.
Picard figures
+42% of customers started the RCS scenario although the target population was 2 times smaller than the one targeted in Rich Conversational. The RCS format also
Anaïs Parmentier Marketing Automation Manager
“RCS is an innovative format that has allowed us to communicate in a very fun and interactive way with our customers. Indeed, the conversational nature of RCS allows us to bring more value to the consumer thanks to its enriched content (photos, videos, GIFs, interactive buttons) directly within the messaging channel. Long RCS is a very interesting format for PersonalShopper mechanics in order to understand the preferences of our consumers and offer them the products or dishes that meet their desires. This channel allows our consumers to easily understand our value proposition and has great marketing activation potential for brands.
In terms of data, the RCS allows us to carry out more in-depth assessments, in particular thanks to the reading rate or the completion rate which are not available on traditional SMS campaigns.