Customer Story
How The RTA Store improves the customer experience and closes deals with SMS
Discover how a leading cabinetry retailer uses Sinch to keep DIYers and contractors informed throughout their purchase journey.
Customer Story
Challenge: Manage high-volume customer communications across various channels
Solution: Integrate Sinch’s SMS solution with Zoho CRM for automated messaging
Results: Faster time to close and increased lead engagement
“We see that we get replies much quicker via SMS. And because Sinch integrates with Zoho, RTA can send customers the right message at the right time, no matter where they are in the buying process.”
With its wide range of ready-to-assemble (RTA) and pre-assembled cabinetry options, The RTA Store is a go-to destination for homeowners and contractors.
But Michela Bracich, RTA Store’s Marketing Operations and Zoho CRM Manager, says that buying cabinetry can involve a complex customer journey.
“At the end of the day, cabinetry has to be purchased one by one,” Michela said, “and we want to make sure that we’re handholding the entire time, making sure that we get you the correct products in your hand.”
Every home renovation starts with dozens of conversations. Warm walnut or classic white cabinets? Brushed nickel or matte black pulls? What’s the best layout to bring it all together?
For The RTA Store, managing these conversations effectively means communicating with customers across multiple channels — email, phone, and text — based on their preferences. This system worked well until the COVID-19 pandemic hit.
“There was a huge increase in home improvement,” Michela said. “We had noticed that a lot of our customers would say they never received anything from us.”
The RTA Store needed a more robust solution to handle the surge in customer volume, so they implemented Zoho CRM. Soon, though, they realized that their existing SMS platform couldn’t keep pace with their growing needs.
“We wanted it to be a little more modern. We wanted to have more control of how many messages we can send. There was a limit with the system before we did the transition,” Michela said.
After evaluating several options, The RTA Store chose Sinch’s SMS services and integrated them directly with Zoho CRM. This integration allowed them to automate many of their customer touchpoints throughout the entire purchase journey.
“It definitely is more modern and more improved because we are able to use so much automation,” Michela said. “It’s like a well-oiled machine.”
The integration allows The RTA Store to send automated messages at key points in the customer journey:
“We do a lot of lead automation text messages and deal messages,” Michela said. “Half the time, we don’t even have to touch the SMS unless it’s a reply.”
One of the key benefits The RTA Store has seen is the ability to re-engage customers who might not respond to other communication channels.
“People get way too busy to answer the phone or an email. We see that we do get replies much quicker via SMS,” Michela said. “Text is a great way for us to reach out and just get an update.”
Michela noticed that customers often feel more comfortable providing honest feedback via text about pricing and design preferences. This helps RTA Store qualify and convert more leads in less time.
The shift to Sinch’s SMS platform has empowered The RTA Store to scale their personalized communication. They sent over 68,000 texts with 7,000 replies in 2024 alone. For Michela, these interactions represent thousands of opportunities to keep customers engaged throughout their buying journey.
“People get way too busy to answer the phone or an email,” Michela said. “We see that we get replies much quicker via SMS. And because Sinch integrates with Zoho, RTA can send customers the right message at the right time, no matter where they are in the buying process.”
For other retailers considering implementing SMS, Michela’s advice is clear: “Go for it. It’s a great way to interact with your customers on a more personal level.”
