Customer Story
How Maje drove 40% higher holiday click-through rates with RCS
Overview
Challenge: Stand out in a competitive holiday season
Solution: Conversational RCS campaign with real-time personalization
Results: Higher engagement, clicks, and deliverability
“Working with Sinch on this RCS campaign was a great experience. Their expertise in conversational solutions allowed us to create a relevant and engaging campaign, perfectly aligned with Maje's brand identity.“
With more than 600 boutiques across 50 countries, French fashion retailer Maje brings the art of Parisian living to the world. Their customers
expect exclusivity, sophistication, and craftsmanship in every interaction, whether digital or in person.
This expectation makes the holiday season an opportunity and a challenge. For Louise Baumgartner, CRM Manager at Maje, a standard promotional message wouldn’t meaningfully set the brand apart during one of the most competitive times of the retail calendar. Louise wanted customers to actually experience the holiday collection, not just receive an announcement.
Creating a hyper-personalized conversational experience
Working closely with Sinch and French martech Reelevant, which specializes in real-time personalization, Louise and her team designed a fully conversational Rich Communication Services (RCS) campaign.
First, they invited customers to chat with a conversational RCS bot about style preferences, budgets, and occasions.
The bot then delivered personalized gift ideas from Maje’s holiday collection via visually compelling interactive content.
“The interactive format was very well received by our customers and helped strengthen engagement around our holiday collection.”
Proving the power of conversational RCS
The RCS campaign, developed by Maje with the help of Sinch and Reelevant, delivered strong results:
- Click-through rates climbed 40% above their Rich SMS benchmark.
- 40% of customers who began a conversation with the bot followed through to Maje’s website.
- Maje achieved a 98.4% delivery rate — 13 percentage points higher than comparable Rich SMS campaigns.
Maje sustained customer interest through a multi-step conversational journey during the holidays, when attention is hardest to hold. And with Sinch’s messaging expertise, Louise and her team refined the strategy based on real-time performance.
“Working with Sinch on this RCS campaign was a great experience,” Louise said. “Their expertise in conversational solutions allowed us to create a relevant and engaging campaign, perfectly aligned with Maje’s brand identity.”
