Listrak, the leading cross-channel marketing platform for the retail industry, became the first provider in the United States to launch a Rich Communication Services (RCS) marketing campaign. Partnering with Dooney & Bourke, a renowned heritage handbag and leather goods brand, the test campaign during the 2024 holiday season demonstrated RCS's potential to more than double revenue per send compared to traditional SMS/MMS campaigns.

1. RCS Adoption in the U.S.

• Wireless carriers are set to roll out RCS support in 2025.
• Dooney & Bourke gained early access to RCS via Listrak and Infobip's partnership.
• RCS marks a new era in messaging, transforming brand-to-customer communication with interactive and personalized experiences.

2. The "12 Days of Dooney" Campaign

• The campaign targeted subscribers capable of receiving RCS messages.
• Messaging focused on dynamic and engaging holiday shopping promotions.
• The RCS campaign achieved over double the revenue per send compared to SMS/MMS.

3. Benefits of RCS Messaging

• Interactive features, such as multimedia content and dynamic engagement options, elevate user experience.
• Verified brand identities enhance trust, leading to higher conversion rates.
• RCS modernizes traditional text messaging, competing with apps like WhatsApp and GroupMe.

4. Industry Leadership and Collaboration

• Jamie Elden, CRO of Listrak, emphasized RCS’s potential to revolutionize customer engagement.
• Dooney & Bourke showcased its commitment to innovation by leveraging RCS during the competitive holiday season.
• Infobip, the global cloud communications platform, highlighted the North American messaging revolution through this collaboration.

5. The Global Potential of RCS

• With over a billion active users worldwide, RCS is set to redefine business communication.
• The channel supports text-like messages, multimedia files, voice calls, and video calls seamlessly via native messaging apps.

The successful partnership between Listrak, Dooney & Bourke, and Infobip highlights RCS's transformative potential in retail marketing. By delivering interactive and personalized messaging, brands can revolutionize customer engagement, differentiate themselves, and drive impressive results. As RCS adoption grows, businesses have an opportunity to lead the messaging revolution.