{"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":"2026-06-12T22:06:41","modified_gmt":"2026-06-12T22:06:41","slug":"but-rcs","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messaging\/customer-stories\/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-15fb614db05fef262f7e53a70ada1a48\">\r\n            When Sinch introduced us to RCS, we didn&rsquo;t hesitate. We regularly turn to them for insights on emerging trends and new technology to test. In just two years, we have sent millions of RCS messages to our customers.        <\/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-15fb614db05fef262f7e53a70ada1a48\">\r\n                        Morgane Huiban                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">CRM Manager at BUT<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">As one of France\u2019s leading furniture retailers, BUT has a unique advantage: 80% of the French population lives within 20 minutes of a store.<\/p>\n\n<p class=\"wp-block-paragraph\">Even with this proximity to stylish, affordable furniture, customers start shopping well before they pass by a store.<\/p>\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<p class=\"wp-block-paragraph\">\u201cWe have to keep up with what customers expect,\u201d said Morgane Huiban, BUT\u2019s CRM Manager. \u201cThey want smooth, personalized, and engaging experiences, whether they\u2019re online or in-store.\u201d<\/p>\n\n<h2 class=\"wp-block-heading\">Making campaigns more engaging with RCS<\/h2>\n\n<p class=\"wp-block-paragraph\">For more than 10 years, Sinch has helped BUT create <a href=\"https:\/\/sinch.com\/fr\/customer-stories\/but-doubled-campaign-roi-with-omnichannel-messaging\/\">omnichannel messaging experiences<\/a> that drive sales and customer loyalty. In 2023, they introduced BUT to a new and even more engaging way to reach customers \u2014 Rich Communication Services (RCS).<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cWhen Sinch introduced us to RCS, we didn&rsquo;t hesitate,\u201d Morgane said. \u201cWe regularly turn to Sinch for insights on emerging trends and new technology to test.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">With <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 for Business<\/a>, BUT can send rich media elements like images, GIFs, and carousels directly in customers\u2019 native text messaging inboxes. Plus, having call-to-action (CTA) buttons in the conversation makes it easier to engage with offers.<\/p>\n\n<p class=\"wp-block-paragraph\">Every quarter, BUT sends CRM campaign briefs to Sinch with their objectives and success metrics. Sinch then develops the landing page design and animation strategy, with concrete solutions and mockups for RCS, Rich SMS, WhatsApp, and other channels.<\/p>\n\n<p class=\"wp-block-paragraph\">BUT\u2019s first RCS campaign reached achieved a 10% click-through rate \u2014 three times higher than their average SMS campaigns. The campaign was so successful that they decided to use RCS for other campaigns.<\/p>\n\n<h2 class=\"wp-block-heading\">Enticing shoppers with clear offers and rich media<\/h2>\n\n<p class=\"wp-block-paragraph\">For three years, BUT promoted its \u201c100% Refunded\u201d campaign, which offered deferred purchase vouchers on select products, via Rich SMS.<\/p>\n\n<p class=\"wp-block-paragraph\">But with Rich SMS\u2019s 160-character limit, they had trouble conveying the offer in a clear way, and the campaign\u2019s engagement fell short of expectations. This time, Sinch recommended A\/B testing Rich SMS and RCS.<\/p>\n\n<p class=\"wp-block-paragraph\">Customers with RCS-enabled devices received a message with an eye-catching GIF, a detailed explanation of the offer, and a CTA button inviting shoppers to view eligible products.<\/p>\n\n<p class=\"wp-block-paragraph\">BUT sent a shorted version of the offer via Rich SMS to the rest of its customers. They added a virtual scratch card to the landing page to provide the Rich SMS customers with an interactive experience as well.<\/p>\n\n<p class=\"wp-block-paragraph\">The RCS message generated:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>73% read rate<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li>13.5% click-through rate (1.8x higher than Rich SMS)<\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li>\u20ac61,000 in additional revenue (3x higher year-over-year)<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">In all, the campaign generated 4.5 times more revenue than the previous year\u2019s Rich SMS campaign.<\/p>\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Having the CTA directly in the channel is what made the campaign so successful,\u201d said Marie Rommi, Sinch\u2019s Executive Account Manager. \u201cIt was much clearer than the Rich SMS campaign the year before, which was only 160 characters.\u201d<\/p>\n\n<h2 class=\"wp-block-heading\">Turning personalized conversations into furniture sales<\/h2>\n\n<p class=\"wp-block-paragraph\">For holiday promotions, BUT wanted to stand out in customers\u2019 inboxes with highly-personalized product recommendations.<\/p>\n\n<p class=\"wp-block-paragraph\">Marie knows that Morgane and her team are always ready to test new channels and strategies, so she recommended a conversational RCS campaign.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cThey want to push the right products to the right customers, so it was the perfect time to try chatbots.\u201d Marie said.<\/p>\n\n<p class=\"wp-block-paragraph\">So BUT added a chatbot directly into their RCS campaign with Sinch\u2019s Chatlayer product. Customers received an RCS message inviting them to share their favorite colors, style, and budget. The chatbot used this information to select products tailored to the customers\u2019 preferences.<\/p>\n\n<p class=\"wp-block-paragraph\">Unlike most chatbot experiences, this one only needed to ask one question to assess the customers\u2019 needs. This increased the likelihood that customers would complete the experience and click-through to the recommended products.<\/p>\n\n<p class=\"wp-block-paragraph\">The campaign generated \u20ac82,000 in additional revenue, along with a 69% read rate and a 9% start rate.<\/p>\n\n<h2 class=\"wp-block-heading\">Scaling RCS to millions of customers<\/h2>\n\n<p class=\"wp-block-paragraph\">It only took a few campaigns to prove RCS\u2019s ability to drive more sales, and they scaled to a new campaign every two weeks.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cToday, we can confidently say that RCS is an integral part of our CRM strategy,\u201d Morgane said. \u201cIn just two years, we have sent millions of RCS messages to our customers. With Sinch, we are not following the trends, we are creating them.\u201d<\/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\/messaging\/customer-stories\/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 - Sinch\" \/>\n<meta property=\"og: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 property=\"og:url\" content=\"https:\/\/sinch.com\/fr\/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=\"article:modified_time\" content=\"2026-06-12T22:06:41+00:00\" \/>\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=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\",\"url\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\",\"name\":\"Pourquoi BUT envoie des millions de messages RCS avec Sinch - Sinch\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sinch.com\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/SI-Customer-BUT.png\",\"datePublished\":\"2026-06-12T13:27:42+00:00\",\"dateModified\":\"2026-06-12T22:06:41+00:00\",\"description\":\"D\u00e9couvrez comment BUT, l'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.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/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\\\/fr\\\/messaging\\\/customer-stories\\\/but-rcs\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sinch.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Messaging Customer Stories\",\"item\":\"https:\\\/\\\/sinch.com\\\/fr\\\/messaging\\\/customer-stories\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Pourquoi BUT envoie des millions de messages RCS avec Sinch\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sinch.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/sinch.com\\\/fr\\\/\",\"name\":\"Sinch\",\"description\":\"SMS Messaging, Voice, Email, Video &amp; 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