{"id":191803,"date":"2026-06-12T13:27:42","date_gmt":"2026-06-12T13:27:42","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/but-rcs-2\/"},"modified":"2026-07-07T02:46:27","modified_gmt":"2026-07-07T02:46:27","slug":"but-rcs","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/but-rcs\/","title":{"rendered":"Pourquoi BUT envoie des millions de messages RCS avec 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-87fc2a283ad503174518f67239f33c90\">\r\n            Quand Sinch nous a pr\u00e9sent\u00e9 le RCS, nous n&rsquo;avons pas h\u00e9sit\u00e9. Nous nous tournons r\u00e9guli\u00e8rement vers eux pour obtenir des informations sur les tendances \u00e9mergentes et les nouvelles technologies \u00e0 tester. En seulement deux ans, nous avons envoy\u00e9 des millions de messages RCS \u00e0 nos clients.        <\/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=\"Photo 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-87fc2a283ad503174518f67239f33c90\">\r\n                        Morgane Huiban                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Responsable CRM, BUT<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n\n\n<p class=\"wp-block-paragraph\">En tant que l&rsquo;un des principaux d\u00e9taillants de meubles en France, BUT poss\u00e8de un avantage unique : 80 % de la population fran\u00e7aise vit \u00e0 moins de 20 minutes d&rsquo;un magasin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00eame avec cette proximit\u00e9 de meubles \u00e9l\u00e9gants et abordables, les clients commencent leurs achats bien avant de se rendre en magasin.<\/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=\"fr\" data-thumb=\"https:\/\/i.vimeocdn.com\/video\/2022339158-90064bc22a7b54cef01b167a0472605122bb7a3ecf2b9332e73b7681c9e57c29-d_1280?region=us\" title=\"Sinch Video\">\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\">\u00ab Nous devons suivre les attentes des clients \u00bb, d\u00e9clare Morgane Huiban, responsable CRM chez BUT. \u00ab Ils veulent des exp\u00e9riences fluides, personnalis\u00e9es et engageantes, qu&rsquo;ils soient en ligne ou en magasin. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rendre les campagnes plus engageantes avec le RCS<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis plus de 10 ans, Sinch aide BUT \u00e0 cr\u00e9er <a href=\"https:\/\/sinch.com\/fr\/customer-stories\/but-doubled-campaign-roi-with-omnichannel-messaging\/\">des exp\u00e9riences de messagerie omnicanale<\/a> qui augmentent les ventes et fid\u00e9lisent les clients. En 2023, ils ont pr\u00e9sent\u00e9 \u00e0 BUT une nouvelle m\u00e9thode encore plus engageante pour atteindre les clients : les Rich Communication Services (RCS).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Quand Sinch nous a pr\u00e9sent\u00e9 le RCS, nous n&rsquo;avons pas h\u00e9sit\u00e9 \u00bb, explique Morgane. \u00ab Nous nous tournons r\u00e9guli\u00e8rement vers Sinch pour obtenir des informations sur les tendances \u00e9mergentes et les nouvelles technologies \u00e0 tester. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec <a href=\"https:\/\/sinch.com\/fr\/rcs\/chapter\/comment-le-rcs-maintient-l-engagement-l-information-la-securite-et-la-satisfaction-des-clients-dans-tous-les-secteurs\/\">RCS pour les entreprises<\/a>, BUT peut envoyer des \u00e9l\u00e9ments de m\u00e9dia riches tels que des images, des GIF et des carrousels directement dans les messaging inboxes natives des clients. De plus, le fait d&rsquo;avoir des boutons d&rsquo;appel \u00e0 l&rsquo;action (CTA) dans la conversation permet de s&rsquo;engager plus facilement avec les offres.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chaque trimestre, BUT envoie \u00e0 Sinch des briefs de campagne CRM avec ses objectifs et ses statistiques de r\u00e9ussite. Sinch d\u00e9veloppe ensuite le design de la landing page et la strat\u00e9gie d&rsquo;animation, avec des solutions concr\u00e8tes et des maquettes pour le RCS, le SMS Rich, WhatsApp et d&rsquo;autres canaux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La premi\u00e8re campagne RCS de BUT a atteint un taux de clics de 10 %, soit trois fois plus \u00e9lev\u00e9 que ses campagnes SMS moyennes. La campagne a eu tellement de succ\u00e8s qu&rsquo;ils ont d\u00e9cid\u00e9 d&rsquo;utiliser le RCS pour d&rsquo;autres campagnes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">S\u00e9duire les acheteurs avec des offres claires et des m\u00e9dias enrichis<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant trois ans, BUT a promu sa campagne \u00ab 100 % Rembours\u00e9 \u00bb, qui offrait des bons d&rsquo;achat diff\u00e9r\u00e9s sur une s\u00e9lection de produits, via Rich SMS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais avec la limite de 160 caract\u00e8res du Rich SMS, ils avaient du mal \u00e0 pr\u00e9senter l&rsquo;offre de mani\u00e8re claire, et l&rsquo;engagement de la campagne n&rsquo;a pas \u00e9t\u00e9 \u00e0 la hauteur des attentes. Cette fois, Sinch a recommand\u00e9 l&rsquo;A\/B testing du Rich SMS et du RCS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les clients disposant d&rsquo;appareils compatibles RCS ont re\u00e7u un message avec un GIF accrocheur, une explication d\u00e9taill\u00e9e de l&rsquo;offre et un bouton CTA invitant les acheteurs \u00e0 consulter les produits \u00e9ligibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUT a envoy\u00e9 une version raccourcie de l&rsquo;offre via Rich SMS au reste de ses clients. Ils ont ajout\u00e9 une carte \u00e0 gratter virtuelle sur la landing page afin d&rsquo;offrir \u00e9galement aux clients du Rich SMS une exp\u00e9rience interactive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le message RCS a g\u00e9n\u00e9r\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Taux de lecture de 73\u00a0%<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>13,5 % de taux de clics (1,8 fois plus \u00e9lev\u00e9 que le Rich SMS)<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>61 000 \u20ac de revenus suppl\u00e9mentaires (3 fois plus \u00e9lev\u00e9s d&rsquo;une ann\u00e9e sur l&rsquo;autre)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Au total, la campagne a g\u00e9n\u00e9r\u00e9 4,5 fois plus de revenus que la campagne Rich SMS de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Le fait d&rsquo;avoir le CTA directement dans le canal est ce qui a rendu la campagne si fructueuse \u00bb, d\u00e9clare Marie Rommi, Executive Account Manager chez Sinch. \u00ab C&rsquo;\u00e9tait beaucoup plus clair que la campagne SMS Rich de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente, qui ne faisait que 160 caract\u00e8res. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Transformer les conversations personnalis\u00e9es en ventes de meubles<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour les promotions des f\u00eates, BUT voulait se d\u00e9marquer dans les bo\u00eetes de r\u00e9ception des clients avec des recommandations de produits hautement personnalis\u00e9es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marie sait que Morgane et son \u00e9quipe sont toujours pr\u00eates \u00e0 tester de nouveaux canaux et strat\u00e9gies, elle a donc recommand\u00e9 une campagne RCS conversationnelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Ils veulent proposer les bons produits aux bons clients, c&rsquo;\u00e9tait donc le moment id\u00e9al pour essayer les chatbots. \u00bb ajoute Marie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUT a donc ajout\u00e9 un chatbot directement dans sa campagne RCS avec le produit Chatlayer de Sinch. Les clients ont re\u00e7u un message RCS les invitant \u00e0 partager leurs couleurs pr\u00e9f\u00e9r\u00e9es, leur style et leur budget. Le chatbot a utilis\u00e9 ces informations pour s\u00e9lectionner des produits adapt\u00e9s aux pr\u00e9f\u00e9rences des clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contrairement \u00e0 la plupart des exp\u00e9riences de chatbot, celle-ci n&rsquo;a eu besoin de poser qu&rsquo;une seule question pour \u00e9valuer les besoins des clients. Cela a augment\u00e9 la probabilit\u00e9 que les clients aillent au bout de l&rsquo;exp\u00e9rience et cliquent sur les produits recommand\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La campagne a g\u00e9n\u00e9r\u00e9 82 000 \u20ac de revenus suppl\u00e9mentaires, ainsi qu&rsquo;un taux de lecture de 69 % et un taux de d\u00e9marrage de 9 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9ployer le RCS \u00e0 des millions de clients<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il n&rsquo;a fallu que quelques campagnes pour prouver la capacit\u00e9 du RCS \u00e0 stimuler davantage les ventes, et ils sont pass\u00e9s \u00e0 un rythme d&rsquo;une nouvelle campagne toutes les deux semaines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Aujourd&rsquo;hui, nous pouvons affirmer avec certitude que le RCS fait partie int\u00e9grante de notre strat\u00e9gie CRM \u00bb, d\u00e9clare Morgane. \u00ab En seulement deux ans, nous avons envoy\u00e9 des millions de messages RCS \u00e0 nos clients. Avec Sinch, nous ne suivons pas les tendances, nous les cr\u00e9ons. \u00bb<\/p>\n","protected":false},"featured_media":60206,"template":"","meta":{"_acf_changed":false},"class_list":["post-191803","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>Pourquoi BUT envoie des millions de messages RCS avec Sinch - Sinch<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment BUT, l&#039;un des plus grands d\u00e9taillants de meubles de France, a transform\u00e9 les interactions avec ses clients et augment\u00e9 ses revenus gr\u00e2ce aux solutions 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\/fr\/messages\/temoignages-de-clients\/but-rcs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi BUT envoie des millions de messages RCS avec Sinch - 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