{"id":191852,"date":"2026-06-12T16:49:22","date_gmt":"2026-06-12T16:49:22","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/but-rcs-2\/"},"modified":"2026-06-12T16:49:22","modified_gmt":"2026-06-12T16:49:22","slug":"but-rcs","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/es\/messaging\/customer-stories\/but-rcs\/","title":{"rendered":"Por qu\u00e9 BUT env\u00eda millones de mensajes RCS con Sinch"},"content":{"rendered":"    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-0c4cdf92c606639eb5d5377e2da2985f\">\r\n            Cuando Sinch nos present\u00f3 RCS, no lo dudamos. A menudo recurrimos a ellos para obtener informaci\u00f3n sobre tendencias emergentes y nuevas tecnolog\u00edas que probar. En solo dos a\u00f1os, hemos enviado millones de mensajes RCS a nuestros clientes.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/06\/SI-Morgane-Huiban.png\" alt=\"Foto de Morgane Huiban\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-0c4cdf92c606639eb5d5377e2da2985f\">\r\n                        Morgane Huiban                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Responsable de CRM en BUT<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n\n\n<p class=\"wp-block-paragraph\">Como uno de los principales minoristas de muebles de Francia, BUT tiene una ventaja \u00fanica: el 80 % de la poblaci\u00f3n francesa vive a menos de 20 minutos de una tienda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Incluso con esta proximidad a muebles elegantes y asequibles, los clientes empiezan a comprar mucho antes de pasar por una tienda.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/vimeo.com\/1089846443\" class=\"lazy-video-link\" data-lazy-video=\"1089846443\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"vimeo\" data-language=\"es\" data-thumb=\"https:\/\/i.vimeocdn.com\/video\/2022339158-90064bc22a7b54cef01b167a0472605122bb7a3ecf2b9332e73b7681c9e57c29-d_1280?region=us\" title=\"V\u00eddeos de Sinch\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/i.vimeocdn.com\/video\/2022339158-90064bc22a7b54cef01b167a0472605122bb7a3ecf2b9332e73b7681c9e57c29-d_1280?region=us\" alt=\"Why BUT sends millions of RCS messages with Sinch\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/vimeo.com\/1089846443#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.vimeocdn.com\/video\/2022339158-90064bc22a7b54cef01b167a0472605122bb7a3ecf2b9332e73b7681c9e57c29-d_1280?region=us\",\n    \"embedUrl\": \"https:\/\/player.vimeo.com\/video\/1089846443\",\n    \"contentUrl\": \"https:\/\/vimeo.com\/1089846443\",\n    \"name\": \"Why BUT sends millions of RCS messages with Sinch\",\n    \"description\": \"BUT isn't just sending messaging campaigns to increase site traffic and sales. They know that every customer interaction helps make the shopping experience smoother and more enjoyable.\\n\\nSo when Sinch recommended they try RCS and AI chatbots for interactive, highly personalized experiences, they didn't hesitate.\\n\\nAnd their new strategy paid off:\\n\\n\\u25ba 4.5x more campaign revenue year-over-year with RCS\\n\\u25ba 1.8x higher click-through rate than Rich SMS\\n\\u25ba 9% RCS chatbot start rate\\n\\n\\ufffd Watch how BUT uses RCS to boost revenue and build loyalty with millions of customers.\",\n    \"uploadDate\": \"2025-06-02T15:26:43+00:00\",\n    \"duration\": \"P0DT0H4M37S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p class=\"wp-block-paragraph\">\u00abTenemos que mantenernos al d\u00eda con lo que los clientes esperan\u00bb, dijo Morgane Huiban, responsable de CRM de BUT. \u00abQuieren experiencias fluidas, personalizadas y atractivas, ya sea en l\u00ednea o en la tienda f\u00edsica\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hacer las campa\u00f1as m\u00e1s atractivas con RCS<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Durante m\u00e1s de 10 a\u00f1os, Sinch ha ayudado a BUT a crear <a href=\"https:\/\/sinch.com\/customer-stories\/but-doubled-campaign-roi-with-omnichannel-messaging\/\">experiencias de mensajer\u00eda omnicanal<\/a> que impulsan las ventas y la fidelizaci\u00f3n de los clientes. En 2023, le presentaron a BUT una forma nueva y a\u00fan m\u00e1s atractiva de llegar a los clientes: Rich Communication Services (RCS).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abCuando Sinch nos present\u00f3 RCS, no lo dudamos\u00bb, dijo Morgane. \u00abA menudo recurrimos a Sinch para obtener informaci\u00f3n sobre tendencias emergentes y nuevas tecnolog\u00edas que probar\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con <a href=\"https:\/\/sinch.com\/es\/rcs\/chapter\/como-el-rcs-mantiene-a-los-clientes-involucrados-informados-seguros-y-contentos-en-todos-los-sectores\/\">RCS for Business<\/a>, BUT puede enviar elementos de medios enriquecidos como im\u00e1genes, GIF y carruseles directamente en las messaging inboxes de texto nativas de los clientes. Adem\u00e1s, tener botones de llamada a la acci\u00f3n (CTA) en la conversaci\u00f3n facilita la interacci\u00f3n con las ofertas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada trimestre, BUT env\u00eda informes de campa\u00f1as de CRM a Sinch con sus objetivos y m\u00e9tricas de \u00e9xito. Luego, Sinch desarrolla el dise\u00f1o de la p\u00e1gina de destino y la estrategia de animaci\u00f3n, con soluciones concretas y maquetas para RCS, Rich SMS, WhatsApp y otros canales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La primera campa\u00f1a RCS de BUT alcanz\u00f3 una tasa de clics del 10 %: tres veces superior a la de sus campa\u00f1as de SMS promedio. La campa\u00f1a fue tan exitosa que decidieron utilizar RCS para otras campa\u00f1as.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Atraer a los compradores con ofertas claras y medios enriquecidos<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Durante tres a\u00f1os, BUT promocion\u00f3 su campa\u00f1a \u00ab100 % reembolsado\u00bb, que ofrec\u00eda vales de compra diferida en productos seleccionados, a trav\u00e9s de Rich SMS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero con el l\u00edmite de 160 caracteres de Rich SMS, ten\u00edan problemas para transmitir la oferta de forma clara, y la interacci\u00f3n de la campa\u00f1a no cumpli\u00f3 con las expectativas. Esta vez, Sinch recomend\u00f3 hacer un test A\/B con Rich SMS y RCS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los clientes con dispositivos compatibles con RCS recibieron un mensaje con un GIF llamativo, una explicaci\u00f3n detallada de la oferta y un bot\u00f3n de CTA que invitaba a los compradores a ver los productos elegibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUT envi\u00f3 una versi\u00f3n abreviada de la oferta a trav\u00e9s de Rich SMS al resto de sus clientes. A\u00f1adieron una tarjeta rasca y gana virtual a la p\u00e1gina de destino para ofrecer a los clientes de Rich SMS tambi\u00e9n una experiencia interactiva.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El mensaje RCS gener\u00f3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Una tasa de lectura del 73 %<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Una tasa de clics del 13,5 % (1,8 veces mayor que con Rich SMS)<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>61 000 \u20ac en ingresos adicionales (3 veces m\u00e1s que el a\u00f1o anterior)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">En total, la campa\u00f1a gener\u00f3 4,5 veces m\u00e1s ingresos que la campa\u00f1a de Rich SMS del a\u00f1o anterior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abTener la CTA directamente en el canal es lo que hizo que la campa\u00f1a fuera tan exitosa\u00bb, dijo Marie Rommi, responsable de cuentas ejecutiva de Sinch. \u00abFue mucho m\u00e1s clara que la campa\u00f1a de Rich SMS del a\u00f1o anterior, que solo ten\u00eda 160 caracteres\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Convertir conversaciones personalizadas en ventas de muebles<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para las promociones navide\u00f1as, BUT quer\u00eda destacar en las bandejas de entrada de los clientes con recomendaciones de productos altamente personalizadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marie sabe que Morgane y su equipo siempre est\u00e1n listos para probar nuevos canales y estrategias, as\u00ed que les recomend\u00f3 una campa\u00f1a RCS conversacional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abQuieren ofrecer los productos adecuados a los clientes adecuados, as\u00ed que era el momento perfecto para probar los chatbots\u00bb, dijo Marie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed que BUT a\u00f1adi\u00f3 un chatbot directamente a su campa\u00f1a RCS con el producto Chatlayer de Sinch. Los clientes recibieron un mensaje RCS que los invitaba a compartir sus colores favoritos, estilo y presupuesto. El chatbot utiliz\u00f3 esta informaci\u00f3n para seleccionar productos adaptados a las preferencias de los clientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A diferencia de la mayor\u00eda de las experiencias con chatbots, esta solo necesitaba hacer una pregunta para evaluar las necesidades de los clientes. Esto aument\u00f3 la probabilidad de que los clientes completaran la experiencia e hicieran clic en los productos recomendados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La campa\u00f1a gener\u00f3 82 000 \u20ac en ingresos adicionales, junto con una tasa de lectura del 69 % y una tasa de inicio del 9 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ampliar RCS a millones de clientes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Solo hicieron falta unas pocas campa\u00f1as para demostrar la capacidad de RCS para impulsar m\u00e1s ventas, y escalaron a una nueva campa\u00f1a cada dos semanas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abHoy podemos decir con confianza que RCS es una parte integral de nuestra estrategia de CRM\u00bb, dijo Morgane. \u00abEn solo dos a\u00f1os, hemos enviado millones de mensajes RCS a nuestros clientes. Con Sinch, no seguimos las tendencias, las creamos\u00bb.<\/p>\n","protected":false},"featured_media":60206,"template":"","meta":{"_acf_changed":false},"class_list":["post-191852","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Por qu\u00e9 BUT env\u00eda millones de mensajes RCS con Sinch - Sinch<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo BUT, uno de los mayores minoristas de muebles de Francia, transform\u00f3 las interacciones con los clientes y aument\u00f3 los ingresos con las soluciones RCS de Sinch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sinch.com\/es\/messaging\/customer-stories\/but-rcs\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por qu\u00e9 BUT env\u00eda millones de mensajes RCS con Sinch - Sinch\" \/>\n<meta property=\"og:description\" content=\"Descubre c\u00f3mo BUT, uno de los mayores minoristas de muebles de Francia, transform\u00f3 las interacciones con los clientes y aument\u00f3 los ingresos con las soluciones RCS de Sinch.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sinch.com\/es\/messaging\/customer-stories\/but-rcs\/\" \/>\n<meta property=\"og:site_name\" content=\"Sinch\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wearesinch\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/06\/SI-Customer-BUT-rcs-Social-Share.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"754\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@WeAreSinch\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\",\"url\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\",\"name\":\"Por qu\u00e9 BUT env\u00eda millones de mensajes RCS con Sinch - Sinch\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sinch.com\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/SI-Customer-BUT.png\",\"datePublished\":\"2026-06-12T16:49:22+00:00\",\"description\":\"Descubre c\u00f3mo BUT, uno de los mayores minoristas de muebles de Francia, transform\u00f3 las interacciones con los clientes y aument\u00f3 los ingresos con las soluciones RCS de Sinch.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sinch.com\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/SI-Customer-BUT.png\",\"contentUrl\":\"https:\\\/\\\/sinch.com\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/SI-Customer-BUT.png\",\"width\":800,\"height\":496},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sinch.com\\\/es\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Messaging Customer Stories\",\"item\":\"https:\\\/\\\/sinch.com\\\/es\\\/messaging\\\/customer-stories\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Por qu\u00e9 BUT env\u00eda millones de mensajes RCS con Sinch\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sinch.com\\\/es\\\/#website\",\"url\":\"https:\\\/\\\/sinch.com\\\/es\\\/\",\"name\":\"Sinch\",\"description\":\"SMS Messaging, Voice, Email, Video &amp; 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