Digital Revolution at Galeries Lafayette: Transforming Customer Experience with RCS

Enhancing customer experience with RCS and Galeries Lafayette

About Galeries Lafayette

Galeries Lafayette is a prominent fashion retailer located in major city centers, renowned for its rich architectural heritage and strong culture of innovation. It serves as a benchmark in omnichannel retail, combining physical stores and e-commerce to offer a seamless shopping experience. With over 60 million visitors annually, Galeries Lafayette maintains a historic and emotional connection with its customers, showcasing the best of French lifestyle through its iconic brands like La Redoute, Mauboussin, and Eataly Paris Marais, and supporting their heritage, digital, and creative transformations.

Digital Revolution at Galeries Lafayette: Transforming Customer Experience with RCS

Galeries Lafayette, an iconic name in French retail, has always strived to offer its customers a unique and innovative shopping experience. As part of its digital transformation strategy, the brand has chosen to utilize the Rich Communication Services (RCS) channel to enhance its omnichannel approach and provide a distinctive experience for its customers.

To anticipate and adapt to evolving consumer behaviors, Galeries Lafayette is developing an ecosystem of innovative retail and service offerings. This integration ensures that digital brands and physical stores complement and connect with each other, delivering seamless and unique shopping experiences. The brand aims to offer a more interactive, personalized, and engaging experience to its customers, while staying true to its brand identity.

Seamless integration of RCS channel for enhanced customer relations

The RCS channel, heralded as the successor to SMS and often referred to as SMS 2.0, offers a multitude of multimedia and interactive features. Beyond just conveying certified brand contact information and visual identity, RCS enables the delivery of enriched messages, including images, videos, action buttons, and product carousels. In an era where messaging apps offer increasing functionality, RCS aims to provide similar benefits while being integrated into the phone's native SMS messaging app: a top-notch solution!

This makes RCS an ideal channel for businesses, as it does not require additional consent from recipients, similar to SMS.

Galeries Lafayette collaborated closely with the teams at LINK Mobility to integrate the RCS channel into their communication strategy. Together, they worked on message creation and technical configurations to facilitate campaign delivery from the brand's environment.

Before deploying RCS on a large scale, Galeries Lafayette conducted several tests at different times of the year. These trials allowed them to assess the effectiveness of this new communication form and make necessary adjustments to optimize the user experience. The positive results from these tests encouraged the brand to extend the use of the RCS channel across its entire digital communication strategy.

Better results with more engaging and personalized communication

By utilizing the RCS channel, Galeries Lafayette has been able to offer their customers a more interactive and personalized communication experience.

Customers can now receive personalized product recommendations, browse interactive catalogs, book services directly from the message, and more.

Initial feedback shows a significant increase in engagement rates and customer satisfaction.

By adopting the RCS channel, Galeries Lafayette has demonstrated their commitment to staying at the forefront of innovation, providing their customers with a unique and personalized shopping experience. This initiative is a key part of their digital transformation strategy and reinforces their position as a leader in the retail industry.

"Galeries Lafayette places paramount importance on the customer experience and strives to provide consistent, high-quality service both in-store and online. To achieve this, we ensure coherent communication across all our channels and maintain our brand image in every customer interaction.

Maintaining a constant connection with our customers is of utmost importance to us. Every interaction offers an opportunity to learn and improve. The RCS channel perfectly meets our needs, allowing us to create captivating messages that stand out from standard SMS communications," says Juliette Mignot, Head of CRM at Galeries Lafayette.