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Club Comex: Boosting Campaign Revenue by 115% with RCS Business Messaging
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Robots - Wheeled Robots
Applicable Industries
- Retail
- Telecommunications
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Retail Store Automation
- Theft Detection
The Challenge
Club Comex, the loyalty program of one of Mexico's largest paint manufacturers and distributors, Comex, was facing a challenge of low engagement and sales among its existing customers. Despite using SMS messaging campaigns to deliver offers and information directly to its members, the company found that the SMS experience was not optimized to encourage a high rate of click-throughs, which typically sat at only 2-3%. Operating in the paint and coatings industry, they felt their communications should be vibrant and enriched with images and videos for customers to fully understand their value proposition. While SMS messaging remains the fastest and most universal means of reaching a company’s customer base, they were looking for a more illustrative messaging channel. They wanted a campaign that offered new options for communicating in a more visually impactful way.
About The Customer
Club Comex is the loyalty program of Comex, one of the largest paint manufacturers and distributors in Mexico. Their expansive retail network includes more than 5,000 retail stores and their products are used in an estimated 40 million projects annually. Customers who are members of Club Comex accumulate points with every transaction and are then able to use them for future purchases or exchange them for various prizes. The company has been using SMS messaging campaigns to deliver offers and information directly to its members, with the aim of driving traffic to their website.
The Solution
Club Comex decided to upgrade to RCS Business Messaging to boost engagement and drive sales. The company wanted to incorporate the flexibility and functionality of over-the-top (OTT) chat apps into its messaging campaigns while retaining the reliability and reach of SMS. They saw RCS as an opportunity to explore a range of branded, rich and interactive mobile experiences that could be delivered straight to the default Android messaging app via the RCS mobile messaging platform. Club Comex ran two campaigns featuring RCS with expert consultancy from Infobip about best practices in engagement. The first campaign aimed to generate direct sales by giving a liter of paint per gallon purchased. The second campaign was focused on spreading the content from “Sensaciones” – the only interior design magazine in Mexico. The objective was to bring inspiration through tips and images so that people would like to refresh their spaces with new colors.
Operational Impact
Quantitative Benefit
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