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With 74% of consumers more likely to engage with a brand through RCS compared to traditional SMS, it’s clear that businesses are shifting to Rich Communication Services (RCS) for better engagement.
Unlike basic text messages, RCS lets you send interactive, media-rich messages—think buttons, carousels, and payment options—right inside a customer’s default messaging app. No extra apps, no friction. Just a better way to communicate.
In this guide, we’ll break down how RCS works, why brands are using it, and real-world campaign examples that drive results.Â
RCS messaging is a powerful marketing tool that boosts engagement, improves customer experience, and drives more sales.
Here’s why you should consider RCS for your marketing messages:
Brands across industries are using Rich Communication Services (RCS) to engage customers in more interactive, visually appealing, and personalized ways.
Let’s explore the few powerful use cases of RCS in ecommerce:Â
E-commerce brands often struggle with cart abandonment and low engagement. Customers browse products but hesitate to complete purchases.Â
RCS helps by sending visually rich, interactive messages that showcase products, offer discounts, and provide instant purchase buttons. Instead of plain SMS, customers receive high-quality images, videos, and CTA buttons like “Buy Now” or “See More Styles.” This creates a seamless shopping experience without needing extra clicks.Â
Traditional customer support can be frustrating with long wait times and slow responses. RCS improves this by enabling chatbots, instant FAQs, and quick-reply options directly in the messaging app.Â
Customers can check order status, resolve queries, or book appointments without calling a support line. This creates a faster, smoother, and more efficient support experience.
Many shoppers hesitate before making a purchase because they’re unsure about product fit, size, or features. RCS can act as a personal shopping assistant, guiding users through the buying process.
Customers interact with an AI-powered chatbot through RCS to get product recommendations. They can answer a few quick questions (e.g., “What’s your budget?” “What style do you prefer?”). RCS then displays a carousel of curated products with images, descriptions, and a “Buy Now” button.
Gamification keeps customers engaged and drives sales by offering fun, interactive ways to shop. Instead of traditional discount codes, RCS lets brands gamify offers and promotions in real-time.
Customers receive an RCS message inviting them to play a game (e.g., Spin the Wheel, Scratch to Win, or Take a Quiz). They interact directly inside the messaging app to win discounts, free shipping, or exclusive deals. A personalized offer is instantly applied to their checkout.
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Nespresso wanted to boost holiday gift sales while promoting their lesser-known accessories. They needed a way to engage customers, increase product awareness, and drive sales during the festive season.
How they used RCS:
Nespresso launched an interactive RCS campaign to help customers find the perfect gift. The messaging experience worked like a personality quiz—users could select preferences for themselves or a gift recipient.
The campaign featured rich visuals, interactive buttons, and direct purchase links—all within the messaging app. Customers could restart the experience or explore more products on the website, increasing engagement.
Casas Bahia, a leading Brazilian retailer, wanted to increase adoption of their digital installment payment solution, "CarnĂŞ Digital." They needed a way to simplify the purchase journey, improve conversions, and drive more revenue.
How they used RCS:
They launched an RCS campaign featuring interactive messages, rich media, and real-time updates inside customers' native messaging apps. The campaign allowed users to explore, understand, and complete purchases seamlessly without friction.
By integrating visuals, CTA buttons, and instant responses, they made installment payments more accessible and user-friendly.
Warby Parker, known for revolutionizing eyewear shopping, aimed to make finding the perfect pair of glasses even more convenient. They wanted to offer a personalized experience directly through customers' messaging apps, eliminating the need for additional apps or website visits.
How they used RCS:
Warby Parker utilized RCS to create an AI-powered chatbot within the native messaging app. This chatbot guided users through a personalized quiz to determine their style preferences and vision needs.
Customers could browse recommended frames, view high-quality images, and receive detailed product information—all without leaving the messaging interface. The RCS platform provided quick access to customer support and included customized call-to-action buttons, enabling users to easily schedule eye exams or proceed to purchase their selected frames.
Skechers, a global footwear brand, sought to enhance customer interaction and streamline the shopping experience. They aimed to provide a more engaging and user-friendly platform for browsing products, accessing promotions, and managing customer loyalty programs.
How they used RCS:
Skechers implemented RCS so that customers can browse men's and kids' shoe collections directly within their messaging app. Users could view high-quality images, watch promotional videos, and explore various styles without needing to visit a website.
The RCS platform also featured customized action and reply buttons, enabling users to easily navigate through different categories, check availability, and receive personalized product recommendations based on their preferences. Customers can also access information about gift cards and loyalty membership schemes.Â
Running an RCS (Rich Communication Services) campaign might sound complex, but don’t worry—I’ll break it down into simple, actionable steps. Follow this guide, and you’ll be set to launch a high-performing campaign.
As said before, RCS enhances traditional SMS by enabling rich media, interactive buttons, and real-time updates within the native messaging app. It's like turning a simple text into a mini-app experience.
An RCS agent is the entity that sends messages on behalf of your brand. Here’s how to set it up:
RCS messaging categories are:
Once your agent is registered, you’re ready to start building the campaign.
To segment your audience, it is important to decide what you want to achieve with your RCS campaign such as boost sales, increase engagement or improve customer support.Â
Then target specific groups based on demographics, behavior, or preferences to ensure relevance.
Write clear, concise messages. Use images, videos, and GIFs to make it visually appealing.
Also, you can add interactive elements like including buttons for quick replies, carousels for product showcases, and direct purchase options.
Choose optimal times for your audience to receive messages. Always run test messages to ensure everything looks and works as intended. Here’s how:
If anything looks off, adjust before rolling out.
Monitor metrics like delivery rates, open rates, and user interactions. Use insights to tweak content, timing, and targeting for better results.
By following these steps, you're on your way to creating compelling RCS campaigns that engage customers and drive action.Â
E-commerce is evolving, and RCS is leading the way.Â
From cart recovery and product recommendations to gamified promotions and AI-driven shopping assistants, RCS is reshaping how brands connect with customers.
If you’re ready to take your messaging to the next level, Convertway has you covered. With powerful automation flows, targeted RCS campaigns, and smart segmentation, Convertway's marketing automation helps you reach the right audience at the right time—driving more conversions and boosting customer engagement.
Don’t get left behind. Upgrade your e-commerce strategy with RCS today and see the difference interactive messaging can make!
Sapna Singhal is a Freelance Content Writer who specializes in writing data-driven blog posts around B2B Marketing and SaaS. She has over 5 years of experience in content writing and marketing. When she's not writing, you can find her chit-chatting with her sisters or reading books!
