{"id":43355,"date":"2022-12-21T09:48:00","date_gmt":"2022-12-21T09:48:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/blog\/picard-une-experience-conversationnelle\/"},"modified":"2025-12-18T16:07:52","modified_gmt":"2025-12-18T16:07:52","slug":"picard-une-experience-conversationnelle","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/picard-une-experience-conversationnelle\/","title":{"rendered":"Picard : Une exp\u00e9rience conversationnelle pour booster l\u2019engagement client sur RCS"},"content":{"rendered":"\n

A l\u2019image de nombreuses marques qui ont d\u00e9cid\u00e9 cette ann\u00e9e de tester le fort potentiel d\u2019activation des messages RCS aupr\u00e8s de leurs consommateurs fran\u00e7ais, Picard a souhait\u00e9 comparer <\/em>le format RCS avec celui du Rich conversationnel pour l\u2019une de ses plus importantes campagnes de l\u2019ann\u00e9e : la campagne de No\u00ebl !<\/em><\/p>\n\n\n\n

Objectifs<\/strong><\/h2>\n\n\n\n

Placer les produits Picard au c\u0153ur des pr\u00e9paratifs de No\u00ebl des m\u00e9nages fran\u00e7ais gr\u00e2ce \u00e0 une exp\u00e9rience in\u00e9dite<\/strong><\/p>\n\n\n\n

Picard r\u00e9alise 25% de son chiffre d\u2019affaires annuel \u00e0 l\u2019occasion des f\u00eates de fin d\u2019ann\u00e9e. Au-del\u00e0 de l\u2019importance \u00e9conomique de la p\u00e9riode, cette p\u00e9riode repr\u00e9sente avant tout un temps fort id\u00e9al pour recruter et fid\u00e9liser de nouveaux consommateurs en leur proposant des innovations produits, et \u00e0 travers une relation client privil\u00e9gi\u00e9e.<\/p>\n\n\n\n

Picard a donc souhait\u00e9 innover aussi dans sa communication ! Cela dans l\u2019unique but d\u2019accompagner ses clientes pour leur offrir toujours plus de services et d\u2019inspiration. En effet, il y a tellement de choses auxquelles penser \u00e0 l\u2019approche des f\u00eates : les cadeaux, la d\u00e9coration du sapin et surtout le repas !<\/p>\n\n\n\n

Cette op\u00e9ration a donc pour objectif d\u2019asseoir leur position de marque reconnue comme \u00ab pr\u00e9f\u00e9r\u00e9e des Fran\u00e7ais \u00bb (OC&C, 2021)<\/em> tout en contribuant \u00e0 l\u2019accroissement du chiffre d\u2019affaires sur cette p\u00e9riode cruciale.<\/p>\n\n\n\n

Solution<\/strong><\/h2>\n\n\n\n

Cr\u00e9er une exp\u00e9rience conversationnelle interactive et engageante via deux canaux diff\u00e9rents : Le RCS et le Rich SMS Conversationnel<\/strong><\/p>\n\n\n\n

Picard a donc fait appel \u00e0 Sinch pour imaginer une exp\u00e9rience immersive et personnalis\u00e9e permettant \u00e0 ses clientes de pr\u00e9parer les f\u00eates en toute tranquillit\u00e9.<\/p>\n\n\n\n

En effet, Sinch a construit avec Picard un sc\u00e9nario conversationnel qui accompagne les clientes dans la cr\u00e9ation de leur menu id\u00e9al pour les f\u00eates. Cela, en fonction de leurs pr\u00e9f\u00e9rences, r\u00e9gime alimentaire, budget ou encore envie de cuisiner.<\/p>\n\n\n\n

L\u2019utilisation du RCS (Rich Communication Services) \u00e9tait une \u00e9vidence pour Picard car c\u2019est un canal s\u00e9curis\u00e9 qui permet d\u2019accro\u00eetre et de mieux mesurer l\u2019efficacit\u00e9 des campagnes. En effet, le RCS permet notamment de conna\u00eetre le taux de lecture d\u2019un message, indicateur jusque-l\u00e0 impossible \u00e0 obtenir via les campagnes SMS classique. Etant disponible uniquement sur Android pour le moment, les non compatibles RCS ont \u00e9t\u00e9 adress\u00e9s par une exp\u00e9rience conversationnelle (chatbot) relay\u00e9 via URL Rich SMS. <\/p>\n\n\n\n

\"Use
Figure 1 Sc\u00e9nario RCS Long<\/em><\/figcaption><\/figure>\n\n\n\n
\"Picard
Figure 2 Sc\u00e9nario Rich Conversationnel<\/em><\/figcaption><\/figure>\n\n\n\n

Resultats<\/strong><\/h2>\n\n\n\n

Un engagement au rendez-vous sur cette premi\u00e8re exp\u00e9rience RCS <\/strong><\/p>\n\n\n\n

Le RCS long b\u00e9n\u00e9ficie d\u2019un taux de clics 3 fois sup\u00e9rieur au Rich sur cette campagne conversationnelle de No\u00ebl. Le format enrichi de l\u2019introduction du sc\u00e9nario directement dans le canal de messagerie a incit\u00e9 les users \u00e0 d\u00e9couvrir leur menu personnalis\u00e9 Picard.<\/p>\n\n\n\n

+42% de client.e.s ont commenc\u00e9 le sc\u00e9nario RCS bien que la population cibl\u00e9e \u00e9tait 2 fois plus petite que celle cibl\u00e9e en Rich Conversationnel. Le format RCS a \u00e9galement g\u00e9n\u00e9r\u00e9 +10% de redirection vs le Rich Conversationnel.<\/p>\n\n\n\n

\u00ab Le RCS est un format innovant qui nous a permis de communiquer de mani\u00e8re tr\u00e8s ludique et interactive avec nos clients. En effet, le caract\u00e8re conversationnel du RCS permet d\u2019apporter plus de valeur au consommateur gr\u00e2ce \u00e0 ses contenus enrichis (photos, vid\u00e9os, GIF, boutons interactifs) directement au sein du canal de messagerie. Le RCS long est un format tr\u00e8s int\u00e9ressant pour les m\u00e9caniques de Personal Shopper afin de comprendre les pr\u00e9f\u00e9rences de nos consommateurs et leur proposer les produits ou plats qui r\u00e9pondent \u00e0 leurs envies. Ce canal permet \u00e0 nos consommateurs de comprendre facilement notre proposition de valeur et a un grand potentiel d\u2019activation marketing pour les marques. <\/em><\/p>\n\n\n\n

En termes de data, le RCS nous permet de r\u00e9aliser des bilans plus pouss\u00e9s, notamment gr\u00e2ce au taux de lecture ou encore le taux de compl\u00e9tion qui ne sont pas disponibles sur des campagnes de SMS classiques. \u00bb explique <\/em>Charlotte LEBRUN, responsable CRM chez Picard.<\/p>\n","protected":false},"author":39,"featured_media":43357,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[],"class_list":["post-43355","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nPicard : Am\u00e9liorer l'Engagement Client avec RCS | Sinch<\/title>\n<meta name=\"description\" content=\"Picard choisit RCS pour guider leurs clients dans leur pr\u00e9paration du repas de No\u00ebl.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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