How Boulanger boosted customer engagement with rich, interactive RCS messaging
17%
response rate
Increased
engagement & retention
Reduced
unsubscribe rate
Boulanger faced increasing competition and engagement fatigue during peak retail moments
In a competitive retail environment, especially during high-pressure periods such as Black Friday and Christmas, Boulanger needed to stand out. Traditional SMS campaigns were reaching their limits in terms of engagement, interactivity, and differentiation. The brand was looking for a more immersive communication channel that could better showcase offers, drive traffic, and strengthen relationships with its customers without increasing fatigue.
Boulanger enriched its SMS strategy by launching interactive RCS campaigns with LINK
To address these challenges, Boulanger partnered with LINK to integrate RCS (Rich Communication Services) into its mobile messaging strategy. RCS enabled the brand to transform standard SMS campaigns into visually rich, interactive experiences that better reflected Boulanger’s omnichannel ambitions.
The rollout began in June 2024, with campaigns progressively expanded across major commercial moments, including the brand’s 70th anniversary, Black Friday, Christmas, and later sales campaigns targeting loyal customers.
With RCS, Boulanger was able to:
Deliver rich media content, including images
Use interactive buttons to encourage immediate action
Personalize messages based on customer profiles and expectations
Drive more qualified online traffic through engaging mobile experiences
RCS quickly proved to be a natural evolution of Boulanger’s SMS strategy, unlocking higher levels of interaction and relevance.
Boulanger achieved standout engagement and reduced opt-outs with RCS
The results of Boulanger’s RCS campaigns clearly demonstrated the channel’s effectiveness. During Black Friday, the brand achieved a 17% response rate, significantly exceeding market benchmarks and confirming the strong appeal of rich, interactive messaging.
In parallel, Boulanger observed a decrease in unsubscribe (STOP) rates, signaling that customers perceived the communications as relevant and engaging rather than intrusive.
“For the past six months, RCS has become a key lever in our digital strategy. It allows us to offer an enriched and personalized experience to our customers, with very promising results. We are seeing a real surge in this channel, both in terms of engagement and retention. Our ambition is to continue innovating by testing new formats and fully leveraging the possibilities offered by RCS.”
Building on this momentum, Boulanger plans to further accelerate its use of RCS by testing new formats such as video and carousels, refining targeting strategies, and closely monitoring ecosystem developments to stay ahead of future opportunities.
Campaign highlights include:
17% response rate during Black Friday
Reduced unsubscribe rates, indicating lower customer fatigue
Progressive rollout across key commercial moments
Highly personalized messaging driving relevance and loyalty
Future-ready channel, with plans for video and carousel formats
How are you creating mobile experiences with customers?
With LINK’s RCS messaging, brands like Boulanger transform traditional SMS into interactive, personalized experiences that drive measurable results and long-term loyalty.