KRYS Group stays close to customers between store visits with LINK’s RCS
79%
Open rate
15%
Click-through rate
22%
Response rate
KRYS GROUP needed to stay present between store visits
According to the Quali-Quanti institute, French consumers renew their glasses every 2.5 years. That leaves a long gap between purchases, so the real challenge for an optical retailer is keeping the relationship going in between without being intrusive.
Customer habits are also moving online, with online eye tests, virtual try-ons and mobile appointment booking. Retailers need to stay present in their customers’ lives while still bringing people into the store.
KRYS GROUP had used SMS, Rich SMS, email and post for years to inform customers and build loyalty. It now wanted to go further, moving beyond sending information to interactions that are more personal, interactive and engaging.
Personalized, interactive customer journeys with RCS for Business
To meet these needs, KRYS GROUP partnered with LINK in 2024 to add RCS for Business to its omnichannel strategy. RCS brings multimedia content, call-to-action buttons, video and appointment booking together in a single conversation. It complements the Group’s existing channels with a smoother, more immersive experience, and keeps the simplicity and immediacy of messaging.
What was delivered:
RCS for Business as part of KRYS GROUP’s omnichannel mix, alongside SMS, Rich SMS, email and post
Rich media inside the conversation: personalized video, interactive content and call-to-action buttons
In-store appointment booking built into the message flow
Targeting based on customer data such as most recent purchase, usual store, purchase date and age
Campaign 1: Personalized New Year greetings from Le Collectif des Lunetiers
To wish its customers a happy new year, Le Collectif des Lunetiers (a KRYS GROUP brand) worked with LINK on a large-scale personalized RCS campaign. Every customer with a recent relationship with the brand received a unique video. Each video featured that customer’s latest purchase and their usual store, which strengthened the brand connection and raised brand awareness.
"Today, consumers expect much more than just a promotional message. They want to be recognized and valued as individuals. This campaign illustrates our commitment to creating more human and memorable interactions through new conversational formats.”
Campaign 2: KRYS turns vision and hearing tests into a game
For the KRYS brand, the priority is to be seen as a trusted name in vision and hearing health and to re-engage existing customers. The eye exam is a key moment in that journey. A Galliléo Business Consulting study of 3,000 glasses wearers (September 2025)* found that 92% renew their glasses mainly for visual or medical reasons, and 87% of purchases follow an exam where a healthcare professional noticed a change in vision.
KRYS targeted recent customers, defined as those aged 18–55 whose last purchase was between 2021 and 2024. The campaign promoted “Senses Rush”, a game that raises awareness of vision and hearing health. It gave customers a fresh way to approach the tests that come before a store visit, and they could book that visit from the same message.
“With RCS, we’ve combined interactive content, preventative measures and in-store appointment booking into a single experience. This format allows us to support our customers in a more engaging way while simplifying their journey. The goal is to create meaningful interactions that provide real added value beyond simple communication.”
Engagement that beats every other channel the brand uses
KRYS GROUP expanded its existing messaging mix with RCS, which let it keep customers engaged at several stages of their healthcare journey and bring them back into store.
Highlights include:
79%+ view rate on the Le Collectif des Lunetiers New Year video
15% click-through rate on the video, well above every other channel the brand typically uses
76%+ of recipients read the KRYS “Senses Rush” message
2% of recipients took an online vision test or booked an in-store appointment straight from the conversation
What’s next for RCS in optical and hearing care
These campaigns show how the sector could use RCS to build stronger customer relationships. Possible future uses include:
Hearing pre-screening: an interactive chat questionnaire, speech comprehension tests and simulated sound scenarios give a preliminary result, followed by an offer to book a store appointment.
Simplified vision tests: reading tests at different sizes and questions about eye strain and symptoms such as blurred vision, glare or headaches, ending with an offer to book a full eye exam.
Virtual frame try-on: a carousel of frames opens an augmented reality try-on. Customers can save favorites, order in the conversation or find the frames in store.
Hearing aid aftercare: video tutorials, maintenance tips, recommended adjustments and dedicated support for regular, personalized follow-up.
“Our collaboration with LINK Mobility allows us to explore new ways to support our customers throughout their visual and auditory journey. We are convinced that RCS still has strong potential in our sector. In the future, it will facilitate access to personalised services, enhance follow-up after a store visit, and make interactions with our brands even simpler and more relevant.”
What if every message became a meeting with your customers?
Your customers expect personalized, useful and engaging interactions that go well beyond promotional messages. With LINK’s RCS, healthcare and retail brands like KRYS GROUP can build closer relationships at every step of the customer journey.