{"id":209858,"date":"2026-09-15T04:29:16","date_gmt":"2026-09-15T04:29:16","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/but-2\/"},"modified":"2026-09-15T04:29:16","modified_gmt":"2026-09-15T04:29:16","slug":"but","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/but\/","title":{"rendered":"Comment BUT a doubl\u00e9 le ROI de sa campagne gr\u00e2ce \u00e0 la messagerie omnicanale"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Depuis les ann\u00e9es 1970, l&rsquo;enseigne fran\u00e7aise <a href=\"https:\/\/www.but.fr\/\">BUT<\/a> rend l&rsquo;ameublement de qualit\u00e9 accessible \u00e0 tout le monde. Avec plus de 330 magasins en France, 80\u00a0% de la population se trouve \u00e0 moins de 20 min d&rsquo;un point de vente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il y a quelques ann\u00e9es, l&rsquo;enseigne a num\u00e9ris\u00e9 son catalogue de produits pour offrir la m\u00eame praticit\u00e9 et disponibilit\u00e9 aux personnes qui ach\u00e8tent en ligne. L&rsquo;\u00e9quipe de BUT a commenc\u00e9 \u00e0 chercher des moyens innovants et conviviaux pour aider sa client\u00e8le \u00e0 trouver le meilleur de l&rsquo;ameublement en ligne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Maintenir l&rsquo;engagement de la client\u00e8le sur plusieurs canaux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">BUT s&rsquo;est associ\u00e9e \u00e0 Sinch pour mettre en place une strat\u00e9gie de messagerie unifi\u00e9e reposant sur trois canaux principaux\u00a0: <a href=\"https:\/\/sinch.com\/fr\/?post_type=apis&#038;p=61757\">WhatsApp<\/a>, <a href=\"https:\/\/sinch.com\/fr\/api\/messages\/rcs\/\">RCS<\/a>, et <a href=\"https:\/\/sinch.com\/apis\/messaging\/rich-sms\/\">SMS enrichi<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La strat\u00e9gie a \u00e9t\u00e9 con\u00e7ue pour atteindre la client\u00e8le sur ses plateformes de messagerie pr\u00e9f\u00e9r\u00e9es et lui faciliter le choix des bons produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">WhatsApp\u00a0: simplifier l&rsquo;exp\u00e9rience d&rsquo;achat pendant les f\u00eates<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant les f\u00eates de fin d&rsquo;ann\u00e9e 2023, BUT a int\u00e9gr\u00e9 son catalogue de produits directement \u00e0 la fonctionnalit\u00e9 de panier d&rsquo;achat de WhatsApp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La client\u00e8le pouvait parcourir les produits, cr\u00e9er des listes d&rsquo;achats et remplir son panier directement dans WhatsApp. Au moment de passer commande, la client\u00e8le \u00e9tait redirig\u00e9e de mani\u00e8re fluide vers le site de BUT pour finaliser l&rsquo;achat.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"1518\" height=\"1344\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/12\/SI-Customer-story-BUT-whatsapp-example-1.gif\" alt=\"Chat WhatsApp avec BUT montrant un guide en cinq \u00e9tapes pour parcourir les produits et passer des commandes directement via l&apos;application\" class=\"wp-image-148272\" style=\"width:1139px;height:auto\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Nous avons pu simplifier le parcours d&rsquo;achat de notre client\u00e8le, offrant ainsi une exp\u00e9rience client plus fluide et personnalis\u00e9e\u00a0\u00bb, d\u00e9clare Sonia Dahech, directrice omnicanal, trafic et donn\u00e9es chez BUT.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">RCS et SMS enrichi\u00a0: clarifier les promotions avec du contenu visuel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant trois ans, BUT a fait la promotion de son offre de remboursement \u00ab\u00a0100\u00a0% rembours\u00e9\u00a0\u00bb par SMS enrichi. Cependant, \u00e0 chaque fois, la campagne a suscit\u00e9 un engagement client inf\u00e9rieur aux attentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les d\u00e9tails de l&rsquo;offre semaient la confusion au sein de la client\u00e8le, et la limite de 160 caract\u00e8res du SMS enrichi compliquait les explications d\u00e9taill\u00e9es sur le fonctionnement de l&rsquo;offre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUT a collabor\u00e9 avec Sinch pour tester la campagne sur un canal qui avait d\u00e9j\u00e0 fait ses preuves\u00a0: le RCS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Le RCS fait partie int\u00e9grante de notre strat\u00e9gie CRM depuis mai 2023, avec plus de 26 campagnes d\u00e9j\u00e0 envoy\u00e9es\u00a0\u00bb, pr\u00e9cise Sonia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le passage au RCS a permis \u00e0 BUT de pr\u00e9senter la m\u00eame offre, mais cette fois avec des visuels anim\u00e9s, un aper\u00e7u plus d\u00e9taill\u00e9 de l&rsquo;offre et un bouton d&rsquo;appel \u00e0 l&rsquo;action invitant la client\u00e8le \u00e0 consulter les produits \u00e9ligibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme le RCS n&rsquo;\u00e9tait pas activ\u00e9 pour toute la client\u00e8le, BUT a cr\u00e9\u00e9 une campagne de SMS enrichi compl\u00e9mentaire en guise de solution de repli.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La campagne incluait un lien vers une carte \u00e0 gratter interactive sur le site de BUT. La carte \u00e0 gratter r\u00e9v\u00e9lait l&rsquo;offre de remboursement et mettait en avant les produits \u00e9ligibles.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"1518\" height=\"1344\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/12\/SI-Customer-story-BUT-RCS-example-1.gif\" alt=\"Deux \u00e9crans mobiles comparant un message RCS et une landing page Rich SMS pour une campagne de marketing BUT\" class=\"wp-image-148278\" style=\"width:1142px;height:auto\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Obtenir des r\u00e9sultats mesurables gr\u00e2ce \u00e0 la messagerie omnicanale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La strat\u00e9gie de BUT consistant \u00e0 diffuser du contenu riche et interactif via WhatsApp, le RCS et la messagerie enrichie a permis\u00a0:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Une augmentation des taux de clics et des ventes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les fonctionnalit\u00e9s interactives des canaux ont entra\u00een\u00e9 une hausse de l&rsquo;engagement client. Par exemple, une campagne RCS a atteint un taux de clics exceptionnel de 13,3\u00a0%, bien sup\u00e9rieur \u00e0 la moyenne du secteur. Elle a \u00e9galement g\u00e9n\u00e9r\u00e9 61\u00a0000\u00a0\u20ac de chiffre d&rsquo;affaires suppl\u00e9mentaire, soit le triple des r\u00e9sultats de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Une acquisition client accrue<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ces campagnes immersives ont permis \u00e0 la client\u00e8le de cr\u00e9er plus facilement des listes d&rsquo;achats, d&rsquo;explorer les produits et de profiter des promotions. La campagne WhatsApp, en particulier, a \u00e9largi la client\u00e8le de BUT de 123\u00a0%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Cette strat\u00e9gie orient\u00e9e vers la client\u00e8le a favoris\u00e9 une meilleure compr\u00e9hension de nos offres et a contribu\u00e9 \u00e0 renforcer sa confiance et sa fid\u00e9lit\u00e9 envers notre marque\u00a0\u00bb, explique Sonia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Des exp\u00e9riences d&rsquo;achat simplifi\u00e9es<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant les f\u00eates, la campagne WhatsApp a permis \u00e0 la client\u00e8le de transf\u00e9rer son panier d&rsquo;achat vers le site de BUT pour un paiement facile. Elle a g\u00e9n\u00e9r\u00e9 un taux de d\u00e9marrage de 74\u00a0% et un taux d&rsquo;ach\u00e8vement du sc\u00e9nario de 44\u00a0%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">S&rsquo;appuyer sur le succ\u00e8s multicanal<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0En nous appuyant sur les conseils de Sinch, nous avons r\u00e9ussi \u00e0 nous diff\u00e9rencier gr\u00e2ce \u00e0 des campagnes innovantes par SMS enrichi, RCS et WhatsApp\u00a0\u00bb, indique Sonia. \u00ab\u00a0Nous avons doubl\u00e9 notre ROI par rapport aux campagnes traditionnelles.\u00a0\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUT ne compte pas s&rsquo;arr\u00eater l\u00e0. L&rsquo;enseigne travaille en \u00e9troite collaboration avec Sinch pour am\u00e9liorer les campagnes lors d&rsquo;\u00e9v\u00e9nements commerciaux cl\u00e9s comme les French Days, les achats hors taxes et le Black Friday.<\/p>\n","protected":false},"author":16,"featured_media":148251,"template":"","meta":{"_acf_changed":false},"class_list":["post-209858","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment BUT a doubl\u00e9 le ROI de sa campagne gr\u00e2ce \u00e0 la messagerie omnicanale - Sinch<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment la deuxi\u00e8me plus grande enseigne d&#039;ameublement en France a cr\u00e9\u00e9 des exp\u00e9riences d&#039;achat num\u00e9riques attrayantes avec le RCS, le SMS enrichi et WhatsApp.\" \/>\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\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment BUT a doubl\u00e9 le ROI de sa campagne gr\u00e2ce \u00e0 la messagerie omnicanale - 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