{"id":209870,"date":"2026-09-15T04:29:48","date_gmt":"2026-09-15T04:29:48","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/picard-2\/"},"modified":"2026-09-15T04:31:11","modified_gmt":"2026-09-15T04:31:11","slug":"picard","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/picard\/","title":{"rendered":"Comment Picard a augment\u00e9 l&rsquo;engagement client de 42\u00a0% gr\u00e2ce \u00e0 une exp\u00e9rience RCS conversationnelle"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Picard a \u00e9t\u00e9 d\u00e9crit comme \u00ab\u00a0<a href=\"https:\/\/www.ouiinfrance.com\/picard-surgeles-frances-frozen-food-store\/\" target=\"_blank\" rel=\"noreferrer noopener\">le paradis absolu\u00a0\u00bb<\/a> \u00bb. Cela peut surprendre de la part d&rsquo;une enseigne sp\u00e9cialis\u00e9e dans les produits surgel\u00e9s. Mais l&rsquo;engagement de Picard envers des produits premium et l&rsquo;exp\u00e9rience client lui a permis de fid\u00e9liser sa client\u00e8le. Aujourd&rsquo;hui, l&rsquo;entreprise est pr\u00e9sente dans 18 pays et est incontournable en France avec plus de 1\u00a0100 magasins \u00e0 travers le pays.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le secteur tr\u00e8s concurrentiel de la vente au d\u00e9tail, il est crucial d&rsquo;engager les clients pendant la p\u00e9riode des f\u00eates. Cette p\u00e9riode repr\u00e9sente 25\u00a0% du chiffre d&rsquo;affaires annuel de Picard. C&rsquo;est pourquoi Alix Berthon, responsable CRM de Picard, a cherch\u00e9 de nouvelles solutions pour augmenter l&rsquo;engagement et les ventes. Son \u00e9quipe utilisait d\u00e9j\u00e0 l&#8217;email et le SMS.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0L&#8217;email est notre canal principal et nous avons introduit le SMS en 2021. Nous appr\u00e9cions l&rsquo;imm\u00e9diatet\u00e9 du SMS. Nous l&rsquo;utilisons pour nos campagnes strat\u00e9giques, les communications li\u00e9es \u00e0 notre programme de fid\u00e9lit\u00e9 et les conseils destin\u00e9s \u00e0 notre communaut\u00e9. Nous voulions maintenant explorer ce que donnerait une exp\u00e9rience conversationnelle\u00a0\u00bb, explique Alix.\u00a0<\/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\/930640724\" class=\"lazy-video-link\" data-lazy-video=\"930640724\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"vimeo\" data-language=\"fr\" data-thumb=\"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\" title=\"Vid\u00e9o Sinch\">\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\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\" alt=\"How Picard increased customer engagement with conversational RCS\">\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\/930640724#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\",\n    \"embedUrl\": \"https:\/\/player.vimeo.com\/video\/930640724\",\n    \"contentUrl\": \"https:\/\/vimeo.com\/930640724\",\n    \"name\": \"How Picard increased customer engagement with conversational RCS\",\n    \"uploadDate\": \"2024-04-04T08:36:32+00:00\",\n    \"duration\": \"P0DT0H3M2S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<h2 class=\"wp-block-heading\">Le RCS entre dans le chat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alix savait que Picard avait l&rsquo;opportunit\u00e9 d&rsquo;augmenter ses ventes et de fid\u00e9liser ses clients en allant plus loin dans son exp\u00e9rience par SMS. C&rsquo;est pourquoi son \u00e9quipe a d\u00e9cid\u00e9 d&rsquo;essayer le\u00a0<a href=\"https:\/\/sinch.com\/fr\/blog\/qu-est-ce-que-la-messagerie-rcs\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rich\u00a0Communication Services<\/a>\u00a0(RCS).<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-17126\" width=\"1518\" height=\"667\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote.png\" alt=\"Picard Alix Berthon - Quote\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote.png 1518w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote-300x132.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote-768x337.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Alix-Berthon-Quote-1024x450.png 1024w\" sizes=\"(max-width: 1518px) 100vw, 1518px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Le RCS est un protocole de messagerie destin\u00e9 aux personnes utilisant Android, dot\u00e9 de fonctionnalit\u00e9s de chat similaires \u00e0 celles d&rsquo;iMessage d&rsquo;Apple. Il permet d&rsquo;obtenir des accus\u00e9s de lecture, des ID d&rsquo;exp\u00e9diteur v\u00e9rifi\u00e9, des m\u00e9dias haute r\u00e9solution, et bien plus encore. Le RCS conna\u00eet une croissance rapide, et\u00a0<a href=\"https:\/\/sinch.com\/fr\/blog\/apple-support-rcs\/\" target=\"_blank\" rel=\"noreferrer noopener\">Apple devrait adopter le protocole<\/a>\u00a0en 2024.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0La messagerie RCS s&rsquo;est impos\u00e9e comme une \u00e9vidence pour nous\u00a0\u00bb, d\u00e9clare Alix. \u00ab\u00a0Ce canal permet d&rsquo;utiliser des ID d&rsquo;exp\u00e9diteur v\u00e9rifi\u00e9 pour envoyer des messages de marque \u00e0 toute la client\u00e8le \u00e9quip\u00e9e d&rsquo;un appareil compatible RCS, ce qui est synonyme de s\u00e9curit\u00e9 et de confiance accrues.\u00a0\u00bb\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Engager la client\u00e8le gr\u00e2ce \u00e0 une exp\u00e9rience conversationnelle<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La mission de Picard est de \u00ab\u00a0nourrir sans cesse l&rsquo;amour du bon\u00a0\u00bb. L&rsquo;enseigne a donn\u00e9 vie \u00e0 cette mission gr\u00e2ce au RCS en cr\u00e9ant une exp\u00e9rience conversationnelle qui \u00e9limine le stress li\u00e9 \u00e0 la pr\u00e9paration du menu de f\u00eates.<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-17127\" width=\"1518\" height=\"1344\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset.png\" alt=\"Picard Case Study Handset\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset.png 1518w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset-300x266.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset-768x680.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Case-Study-Handset-1024x907.png 1024w\" sizes=\"(max-width: 1518px) 100vw, 1518px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Au cours de ce parcours interactif, la client\u00e8le a pu partager des d\u00e9tails sur ses pr\u00e9f\u00e9rences alimentaires, son budget et son envie (ou non) de cuisiner, le tout directement depuis son application de messagerie native.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En fonction de ses r\u00e9ponses, un menu de f\u00eates personnalis\u00e9 lui a \u00e9t\u00e9 propos\u00e9, accompagn\u00e9 d&rsquo;un appel \u00e0 l&rsquo;action renvoyant vers le site web de Picard.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La technologie en coulisses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les messages ont \u00e9t\u00e9 envoy\u00e9s gr\u00e2ce \u00e0 la solution de Sinch,\u00a0<a href=\"https:\/\/sinch.com\/fr\/?post_type=apis&amp;p=61047\" target=\"_blank\" rel=\"noreferrer noopener\">API de conversation,<\/a>\u00a0qui prend en charge le SMS, le MMS, le RCS et des canaux OTT comme WhatsApp, Viber, Telegram, entre autres. Cette API unifi\u00e9e simplifie le d\u00e9veloppement en ne n\u00e9cessitant qu&rsquo;une seule int\u00e9gration, tout en permettant d&rsquo;activer facilement des canaux suppl\u00e9mentaires selon les besoins.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour la campagne de Picard, notre API a \u00e9t\u00e9 directement int\u00e9gr\u00e9e \u00e0 notre\u00a0<a href=\"https:\/\/sinch.com\/chatlayer-3\/\" target=\"_blank\" rel=\"noreferrer noopener\">outil de cr\u00e9ation de chatbot IA<\/a>, l&rsquo;outil utilis\u00e9 pour concevoir l&rsquo;exp\u00e9rience conversationnelle. Cela a permis \u00e0 Alix et \u00e0 son \u00e9quipe de voir comment les r\u00e9ponses de la client\u00e8le correspondaient aux menus personnalis\u00e9s.\u00a0<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-17128\" width=\"1518\" height=\"1344\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot.png\" alt=\"Picard Chatlayer Screenshot\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot.png 1518w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot-300x266.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot-768x680.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Chatlayer-Screenshot-1024x907.png 1024w\" sizes=\"(max-width: 1518px) 100vw, 1518px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Pour garantir le succ\u00e8s de la campagne sur tous les appareils, Picard s&rsquo;est appuy\u00e9 sur notre API RCS et sa\u00a0<a href=\"https:\/\/developers.sinch.com\/docs\/rcs\/capability-checking\/\" target=\"_blank\" rel=\"noreferrer noopener\">fonction de v\u00e9rification de compatibilit\u00e9<\/a>\u00a0pour identifier les contacts disposant d&rsquo;appareils compatibles. Pour les contacts n&rsquo;ayant pas acc\u00e8s au RCS, Picard a envoy\u00e9 un SMS enrichi contenant un lien vers une version web du chatbot. Cette approche a permis de s&rsquo;assurer que toute la client\u00e8le, quel que soit son appareil, pouvait participer \u00e0 l&rsquo;exp\u00e9rience interactive.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mesure des r\u00e9sultats<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alix a pu d\u00e9ployer et mesurer la campagne des f\u00eates depuis le tableau de bord de campagne de Sinch. Elle a facilement compar\u00e9 les performances des messages RCS par rapport \u00e0 celles des SMS enrichis.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0En termes de statistiques, le RCS nous permet de r\u00e9aliser des \u00e9valuations plus d\u00e9taill\u00e9es, notamment gr\u00e2ce au suivi des taux de lecture et des taux de clics, qui ne sont pas disponibles sur les campagnes SMS classiques\u00a0\u00bb, explique Alix.\u00a0<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-17129\" width=\"1518\" height=\"1344\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot.png\" alt=\"Picard Campaigns Screenshot\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot.png 1518w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot-300x266.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot-1024x907.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Picard-Campaigns-Screenshot-768x680.png 768w\" sizes=\"(max-width: 1518px) 100vw, 1518px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Au final, la campagne a enregistr\u00e9 un taux de clics trois fois sup\u00e9rieur \u00e0 celui du SMS enrichi. L&rsquo;engagement client a \u00e9t\u00e9 42\u00a0% plus \u00e9lev\u00e9 avec la campagne RCS, m\u00eame si le public cibl\u00e9 \u00e9tait deux fois plus restreint que celui du SMS enrichi. Le format RCS a \u00e9galement g\u00e9n\u00e9r\u00e9 plus de 10\u00a0% de clics suppl\u00e9mentaires vers le site web par rapport au SMS enrichi.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Nous avons \u00e9t\u00e9 tr\u00e8s impressionn\u00e9s par les r\u00e9sultats\u00a0\u00bb, d\u00e9clare Alix. \u00ab\u00a0Les exp\u00e9riences conversationnelles permettent de donner vie facilement \u00e0 notre proposition de valeur pour notre client\u00e8le. Nous avons d\u00e9j\u00e0 de nombreuses id\u00e9es pour continuer \u00e0 explorer ce nouveau canal.\u00a0\u00bb<\/p>\n","protected":false},"author":19,"featured_media":60374,"template":"","meta":{"_acf_changed":false},"class_list":["post-209870","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>Sinch - Picard\u00a0: augmentation de 42\u00a0% de l&#039;engagement avec le RCS<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment Picard a augment\u00e9 l&#039;engagement client de 42\u00a0% gr\u00e2ce au RCS conversationnel. 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