RCS is taking mobile messaging from black and white to full color with rich, personalized, interactive experiences.
Mobile commerce took a significant leap forward last week. In a room filled with senior executives and decision-makers from leading retail and e-commerce brands, leaders in RCS from Google and Attentive took the stage to share how RCS Business Messaging is set to fundamentally change mobile shopping experiences.
As we move away from static web pages and lengthy product searches, RCS emerges as a powerful tool, offering rich, personalized, and interactive experiences that are poised to redefine how consumers and brands connect.
With 1B+ monthly active RCS users globally, we're at an inflection point for this technology. RCS Business Messaging adoption is expected to exceed 50% by May 2025 and is set to become as ubiquitous on smart phones as Wi-Fi and 5G.
The next generation of messaging
Karine Terzibachi, SVP of Business Operations at Attentive, sat down with the RCS Business Team, Josh Pepper, Head of Product RCS for Business, Stephen Brough, Global GTM Head, and Alexandre Allemand, Business Development Lead, for a deeper dive.
RCS is the next generation of messaging. Messages will feature brand logos and information, which reinforces the brand's identity and builds trust. Additionally, messages are verified through the carrier network, ensuring authenticity and security.
Customers can actively interact with messages, fostering a deeper connection with the brand. Unlike standard SMS, RCS delivers richer, higher-quality messages, designed to prompt customers to take immediate action, with multiple calls to action.
The modern interface includes advanced features like carousels, video sharing, and the ability to exchange PDFs in both directions. By leveraging these features, RCS not only enhances customer trust but also provides a more dynamic and engaging shopping experience.
Sharing our approach to RCS for Business
True personalization has become an imperative. The one-to-many model with generic triggers and templates, is no longer sufficient. Brands must now leverage more sophisticated methods to create unique and engaging experiences that truly resonate with individual shoppers.
On top of that, the data required for genuine personalization is becoming increasingly difficult to access. Cookies expire quickly, tags are often blocked, and mobile devices are frequently updated. To deliver meaningful personalization, brands need a more powerful and innovative approach to gather and use data effectively.
Our personalization engine harnesses AI to synthesize vast amounts of data, crafting unique shopping experiences that truly resonate with individual shoppers.
However, personalization has been constrained by the inherent limitations of the channel. Brands have done remarkable work within the channel, but things are about to change.
Now, the entire customer journey will become significantly more engaging. It brings the interactivity and branded experiences that consumers love from social media and gaming apps directly into the messaging experience.
RCS for Business integrates the shopping experience into messaging, bringing an app-like experience that allows consumers to browse products, add items to their cart, complete their checkout, and even join loyalty programs.
This opens up endless possibilities for brands to engage with consumers via text, from the initial discovery phase all the way to the final purchase.
The future of commerce is conversational, personalized, and happening in the messaging inbox. Brands that embrace this shift early will have a significant advantage. Learn more about how RCS can transform your messaging strategy.
