{"id":210128,"date":"2026-09-15T11:25:19","date_gmt":"2026-09-15T11:25:19","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/picard-2\/"},"modified":"2026-09-15T11:27:09","modified_gmt":"2026-09-15T11:27:09","slug":"picard","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/pt\/mensagens\/cases-de-clientes\/picard\/","title":{"rendered":"Como a Picard aumentou o engajamento do cliente em 42% com uma experi\u00eancia conversacional de RCS"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A Picard j\u00e1 foi descrita como &#8220;<a href=\"https:\/\/www.ouiinfrance.com\/picard-surgeles-frances-frozen-food-store\/\" target=\"_blank\" rel=\"noreferrer noopener\">o verdadeiro para\u00edso<\/a>.\u201d Isso pode ser surpreendente para uma loja especializada em alimentos congelados. Mas o compromisso da Picard com produtos premium e com a experi\u00eancia do cliente conquistou um p\u00fablico fiel. Hoje, ela est\u00e1 presente em 18 pa\u00edses e \u00e9 uma marca muito conhecida na Fran\u00e7a, com mais de 1.100 lojas em todo o pa\u00eds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No cen\u00e1rio altamente competitivo do varejo, engajar os clientes durante as festas de fim de ano \u00e9 fundamental. Esse per\u00edodo representa 25% das vendas anuais da Picard. Por isso, Alix Berthon, gerente de CRM da Picard, buscou novas solu\u00e7\u00f5es para aumentar o engajamento e as vendas. Sua equipe j\u00e1 aproveitava o e-mail e o SMS.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;O e-mail \u00e9 o nosso principal canal e introduzimos o SMS em 2021. Valorizamos o imediatismo do SMS. Aproveitamos esse recurso para campanhas estrat\u00e9gicas, comunica\u00e7\u00f5es relacionadas ao nosso programa de fidelidade e dicas para a nossa comunidade. Agora, quer\u00edamos explorar como seria uma experi\u00eancia conversacional&#8221;, diz 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=\"pt\" data-thumb=\"https:\/\/i.vimeocdn.com\/video\/1829606949-23d42e2b32434192be8d911f9a697d4b3ba309608025719120063626f191d4aa-d_1280?region=us\" title=\"V\u00eddeo da 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\">O RCS entrou no chat<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alix sabia que a Picard tinha a oportunidade de aumentar as vendas e conquistar a fidelidade do cliente ao levar a experi\u00eancia de mensagens de texto um passo adiante. Por isso, a equipe dela decidiu experimentar o\u00a0<a href=\"https:\/\/sinch.com\/pt\/blog\/o-que-e-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\">O RCS \u00e9 um protocolo de envio de mensagens para a base de usu\u00e1rios do Android com recursos de chat que s\u00e3o semelhantes ao iMessage da Apple. Ele oferece recibos de leitura, IDs do remetente verificados, m\u00eddia de alta resolu\u00e7\u00e3o e muito mais. O RCS est\u00e1 crescendo rapidamente, com a\u00a0<a href=\"https:\/\/sinch.com\/pt\/blog\/apple-suporte-rcs\/\" target=\"_blank\" rel=\"noreferrer noopener\">expectativa de que a Apple adote o protocolo<\/a>\u00a0em 2024.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;O envio de mensagens RCS foi uma escolha \u00f3bvia para n\u00f3s&#8221;, diz Alix. &#8220;Esse canal permite que IDs do remetente verificados enviem mensagens com identidade de marca para qualquer cliente com um dispositivo compat\u00edvel com RCS, o que significa mais seguran\u00e7a e confian\u00e7a.&#8221;\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Engajando os clientes com uma experi\u00eancia conversacional<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A miss\u00e3o da Picard \u00e9 &#8220;nutrir continuamente o amor pela boa comida&#8221;. Eles deram vida a isso com o RCS, criando uma experi\u00eancia conversacional que elimina o estresse do planejamento do seu card\u00e1pio de festas.<\/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\">Nessa jornada interativa, os clientes compartilharam detalhes sobre suas prefer\u00eancias alimentares, or\u00e7amento e disposi\u00e7\u00e3o (ou a falta dela) para cozinhar, tudo dentro de seu app de mensagens nativo.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Com base em suas respostas, as pessoas receberam um card\u00e1pio de festas personalizado e uma chamada para a\u00e7\u00e3o que as direcionava para o site da Picard.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A tecnologia nos bastidores<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As mensagens foram enviadas usando a plataforma da Sinch, a\u00a0<a href=\"https:\/\/sinch.com\/pt\/?post_type=apis&amp;p=162186\" target=\"_blank\" rel=\"noreferrer noopener\">Conversation API,<\/a>\u00a0que oferece suporte a SMS, MMS, RCS e canais over-the-top, como WhatsApp, Viber, Telegram e outros. Essa API unificada simplifica o desenvolvimento, exigindo apenas uma integra\u00e7\u00e3o e, ao mesmo tempo, permitindo a f\u00e1cil ativa\u00e7\u00e3o de canais adicionais conforme necess\u00e1rio.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para a campanha da Picard, nossa API foi integrada diretamente ao nosso\u00a0<a href=\"https:\/\/sinch.com\/pt\/?attachment_id=38801\" target=\"_blank\" rel=\"noreferrer noopener\">construtor de chatbot de IA<\/a>, a ferramenta usada para projetar a experi\u00eancia conversacional. Isso permitiu que Alix e sua equipe vissem como as respostas do cliente correspondiam a card\u00e1pios personalizados.\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\">Para garantir o sucesso da campanha em todos os dispositivos, a Picard utilizou a fun\u00e7\u00e3o da nossa API de RCS de\u00a0<a href=\"https:\/\/developers.sinch.com\/docs\/rcs\/capability-checking\/\" target=\"_blank\" rel=\"noreferrer noopener\">verifica\u00e7\u00e3o de capacidade<\/a>\u00a0para identificar contatos com dispositivos compat\u00edveis. Para contatos sem capacidade de RCS, a Picard enviou um SMS avan\u00e7ado com um link para uma vers\u00e3o do chatbot baseada na web. Essa abordagem garantiu que todos os clientes, independentemente do dispositivo, pudessem se engajar na experi\u00eancia interativa.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mensurando os resultados<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alix conseguiu lan\u00e7ar e mensurar a campanha de festas diretamente no painel de campanhas da Sinch. Ela comparou facilmente o desempenho das mensagens RCS em rela\u00e7\u00e3o \u00e0s mensagens de SMS avan\u00e7ado.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Em termos de an\u00e1lises de dados, o RCS nos permite realizar avalia\u00e7\u00f5es mais detalhadas, principalmente gra\u00e7as \u00e0s taxas de leitura e taxas de cliques rastre\u00e1veis, que n\u00e3o est\u00e3o dispon\u00edveis em campanhas de SMS cl\u00e1ssicas&#8221;, explica 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\">No final, a campanha teve uma taxa de cliques tr\u00eas vezes maior do que a do SMS avan\u00e7ado. O engajamento do cliente foi 42% maior com a campanha RCS, mesmo com o p\u00fablico sendo duas vezes menor do que o segmentado com o SMS avan\u00e7ado. O formato RCS tamb\u00e9m gerou um aumento de mais de 10% nos cliques para o site em compara\u00e7\u00e3o ao SMS avan\u00e7ado.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Ficamos realmente impressionados com os resultados&#8221;, diz Alix. &#8220;As experi\u00eancias conversacionais facilitam a concretiza\u00e7\u00e3o da nossa proposta de valor para os nossos clientes. J\u00e1 temos muitas ideias de como podemos continuar explorando esse novo canal.&#8221;<\/p>\n","protected":false},"author":19,"featured_media":60374,"template":"","meta":{"_acf_changed":false},"class_list":["post-210128","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: aumento de 42% no engajamento com RCS<\/title>\n<meta name=\"description\" content=\"Descubra como a Picard aumentou o engajamento do cliente em 42% usando o RCS conversacional. 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