{"id":57696,"date":"2024-06-27T12:00:00","date_gmt":"2024-06-27T12:00:00","guid":{"rendered":"https:\/\/sinchbogdanimport.local\/blog\/but-comment-maximiser-lefficacite-dune-operation-commerciale-cruciale-grace-lutilisation-du-rcs-et\/"},"modified":"2025-12-18T15:47:30","modified_gmt":"2025-12-18T15:47:30","slug":"but-comment-maximiser-lefficacite-dune-operation-commerciale-cruciale-grace-lutilisation-du-rcs-et","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/but-comment-maximiser-lefficacite-dune-operation-commerciale-cruciale-grace-lutilisation-du-rcs-et\/","title":{"rendered":"Comment maximiser l&rsquo;efficacit\u00e9 d&rsquo;une op\u00e9ration commerciale cruciale gr\u00e2ce \u00e0 l\u2019utilisation du RCS et \u00e0 une strat\u00e9gie de contenus efficace ?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>OBJECTIFS<\/strong>&nbsp;&nbsp;<\/h2>\n\n\n\n<p>L\u2019op\u00e9ration \u00ab 100% Rembours\u00e9s \u00bb est une op\u00e9ration r\u00e9currente chez BUT depuis 3 ans. Cependant, l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente, malgr\u00e9 le d\u00e9ploiement d&rsquo;une campagne Rich SMS pour promouvoir cette offre, les r\u00e9sultats n&rsquo;ont pas \u00e9t\u00e9 \u00e0 la hauteur des attentes. \u200b&nbsp;<\/p>\n\n\n\n<p>La conclusion potentiel lors du bilan mars 2023 \u00e9tait que l&rsquo;offre manquait de clart\u00e9 pour les clients BUT (notamment dans les 160 car. du SMS texte du Rich SMS), posant ainsi un challenge pour 2024. Notre priorit\u00e9 cette ann\u00e9e \u00e9tait donc de rendre l&rsquo;offre plus transparente et contextualis\u00e9e. Il \u00e9tait important d\u2019avoir une approche plus cibl\u00e9e pour susciter l&rsquo;int\u00e9r\u00eat des clients \u00e0 l&rsquo;\u00e9gard de l&rsquo;offre \u00ab\u00a0100% Rembours\u00e9s\u00a0\u00bb, distribu\u00e9e sous forme de bons d&rsquo;achat diff\u00e9r\u00e9s, \u00e0 travers le canal le plus adapt\u00e9.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe src=\"https:\/\/player.vimeo.com\/video\/969863856?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SOLUTION<\/strong>&nbsp;&nbsp;<\/h2>\n\n\n\n<p>BUT a collabor\u00e9 avec\u202fSinch\u202fpour r\u00e9aliser un AB test RCS vs Rich SMS.\u202f\u200b&nbsp;<\/p>\n\n\n\n<p>Le RCS \u00e9tait un choix logique pour BUT \u00e9tant donn\u00e9 qu\u2019il fait partie int\u00e9grante de leur\u202fstrat\u00e9gie CRM depuis mai 2023 avec d\u00e9j\u00e0 plus 26 campagnes envoy\u00e9es.\u200b&nbsp;<\/p>\n\n\n\n<p>Le caract\u00e8re enrichi du RCS disponible directement dans le canal de messagerie, le GIF\u202fattractif, la personnalisation pr\u00e9nom et le texte incitatif ont encore une fois prouv\u00e9 leur\u202fefficacit\u00e9.\u202f<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-57697\" width=\"1387\" height=\"321\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_BUT_JUIN24.png\" alt=\"Taux de clics RCS, CA et ROI\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_BUT_JUIN24.png 1387w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_BUT_JUIN24-300x69.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_BUT_JUIN24-1024x237.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_BUT_JUIN24-768x178.png 768w\" sizes=\"(max-width: 1387px) 100vw, 1387px\" \/><\/figure>\n<\/div>\n\n\n<p>Le r\u00e9sultat est sans appel : un excellent taux de clics de 13,3% pour le RCS (+10 pts\u202fmoyenne march\u00e9 et taux record de BUT sur une op\u00e9ration commerciale sur une\u202fvolum\u00e9trie de 300k contacts).\u202fLe RCS a g\u00e9n\u00e9r\u00e9 61 000\u20ac de chiffre d&rsquo;affaires\u202fadditionnels ! (x3 vs N-1)\u200b&nbsp;<\/p>\n\n\n\n<p>Le Rich SMS a aussi eu des performances remarquables avec un taux de clics de 7,50% et\u202fun taux de redirection exceptionnel de 72% !\u202f\u202f\u200b&nbsp;<\/p>\n\n\n\n<p>Les clients BUT sont tr\u00e8s friands de m\u00e9caniques ludiques et interactives : la carte \u00e0\u202fgratter est une valeur s\u00fbre pour ce type d\u2019op\u00e9ration.\u202f&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u00ab L&rsquo;analyse des op\u00e9rations pr\u00e9c\u00e9dentes faite conjointement avec l&rsquo;\u00e9quipe de SINCH nous a permis de mettre en place un nouveau plan pour cette nouvelle \u00e9dition afin de mieux performer\u202f:&nbsp;&nbsp;<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Utilisation du canal RCS pour mieux promouvoir l&rsquo;offre<\/li>\n\n\n\n<li>Simplification de l&rsquo;offre (Visuel, explication, exp\u00e9rience)\u200b<\/li>\n\n\n\n<li>Utilisation de personnalisation et d&rsquo;\u00e9mojis \u200b<\/li>\n<\/ul>\n\n\n\n<p><em>La mise en place de ce nouveau plan fut un succ\u00e8s tant en performances qu&rsquo;en chiffres et apparait aujourd&rsquo;hui comme une des r\u00e9f\u00e9rences sur les op\u00e9rations CRM. Le RCS fait partie int\u00e9grante de notre strat\u00e9gie CRM depuis mai 2023 avec d\u00e9j\u00e0 plus 26 campagnes envoy\u00e9es. \u00bb explique Sonia DAHECH, Directrice Omnicanal, Trafic et Data chez BUT.\u202f<\/em><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"BUT, laur\u00e9at du prix Highlight Campaign aux Sinch Awards 2024\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/oy_HFbIbMZk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"author":39,"featured_media":57699,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[336],"class_list":["post-57696","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-insights-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment maximiser l&#039;efficacit\u00e9 d&#039;une op\u00e9ration commerciale cruciale gr\u00e2ce \u00e0 l\u2019utilisation du RCS et \u00e0 une strat\u00e9gie de contenus efficace ?<\/title>\n<meta name=\"description\" content=\"BUT a collabor\u00e9 avec\u202fSinch\u202fpour r\u00e9aliser un AB test RCS vs Rich SMS.\u202f\u200b Le RCS \u00e9tait un choix logique pour BUT \u00e9tant donn\u00e9 qu\u2019il fait partie int\u00e9grante de leur\u202fstrat\u00e9gie CRM depuis mai 2023 avec d\u00e9j\u00e0 plus 26 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