Peter Thomas Roth has expanded its RCS marketing strategy through a collaboration with ecommerce marketing partner Listrak. The prestige skincare brand introduced Rich Communication Services (RCS) messaging to enhance customer engagement. Its initial campaigns delivered stronger results than traditional SMS marketing.
The firm is one of the biggest independent prestige skincare brands in the US. In 2024, Peter Thomas Roth partnered with Listrak for the growth of its e-commerce business. It also aims to personalize its customers’ communication experience.
Interactive features are incorporated into the default messaging applications through RCS. Android has included the capability for some time now. On the other hand, Apple introduced the feature with iOS 18 in September 2024.
Thus, brands can now reach their customers through iPhones and Androids. Listrak became the first marketing platform provider to roll out an RCS campaign in the US for the holiday season of 2024.
RCS Campaigns Deliver Stronger Marketing Results
RCS allows for the sending of carousels, high-quality images, videos, and interactive buttons. It also provides for quick reply capabilities and in-message interactions. Moreover, verified sender information and branding helps to build trust among customers.
RCS was used by Peter Thomas Roth in several recent autumn shopping campaigns that included early access to the sale on the entire website and even gifts for purchases. Other promotions were also made.
The initial campaigns delivered several notable results:
- Higher Conversions: The performance of RCS was on average 40% better than that of SMS. The data were obtained through 50/50 test campaigns.
- Revenue Growth: RCS generated 29% more revenue per send than SMS.
- Improved Engagement: The click-through rates increased with each succeeding RCS message. The performance rate went up from -14 percent to +3 percent.
- Wider Reach: Around 85% of subscribed mobile users supported RCS. The remaining 15% were sent SMS messages.
- Messaging Efficiency: The use of branded sender names, URLS, and call-to-action buttons is excluded from character limitations for RCS. As such, some long texts can bypass multiple SMS fees.
The campaign also highlighted the importance of measuring performance across multiple sends. Consumer familiarity with verified senders can influence engagement over time.
“With RCS, we can elevate the mobile messaging experience, showcasing products, highlighting promotions, and delivering tailored, personalized messages,” said Rochelle Jacobs, Managing Director, Peter Thomas Roth. “Together with our partners at Listrak, we are excited to embrace the latest in messaging technology, creating real-time consumer communications that drive results.”
“Listrak was the first marketing platform provider to launch an RCS campaign in the U.S., and we are now at the inflection point where it is becoming imperative for brands who want to build relationships with their customers to adopt RCS,” said Ross Kramer, co-founder and CEO of Listrak. “The team at Peter Thomas Roth is at the forefront, leveraging the latest innovations to connect with consumers in meaningful ways.”
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News Source: PRNewswire.com
