Immersive RCS campaign for Christmas with La Grande Récré
- RCS
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About La Grande Récré
La Grande Récré, a leading toy brand since 1977, is a French company specializing in toys, games, party supplies, leisure, and entertainment for the whole family. With over 800 dedicated "Parents Conseils" (advisors), the company operates through a network of nearly 140 stores, corners in 100 TOTAL gas stations on highways, 30 Club Med villages, and an e-commerce site lagranderecre.fr.
"The strengths of La Grande Récré lie in its history and ethos, combining human values, entrepreneurial passion, and a strong commercial spirit."
On June 9, 2023, La Grande Récré was acquired by the EPSE JouéClub consortium.
La Grande Récré is focusing on an immersive RCS campaign for Christmas.
During this festive period, La Grande Récré has launched an exceptional communication campaign using RCS (Rich Communication Services) technology to showcase its Christmas catalog to customers. Faced with significant logistical challenges and customer demands, the company opted for an innovative approach to deliver an unparalleled customer experience.
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A strategic shift towards RCS
La Grande Récré, a major player in the toy industry in France, has long been investing in e-commerce. With the rise of online sales and increasing customer demands, the brand is enhancing its communication channels and improving customer engagement. In 2023, they decided to present their Christmas catalog to customers in a more personalized and interactive manner. To achieve this, they opted to utilize the RCS (Rich Communication Services) messaging channel.
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A fast and effective deployment
To meet the growing demand from its customers and address the challenges posed by the holiday season, La Grande Récré turned to its partner LINK Mobility, a specialist in mobile communication. The solution was deployed swiftly, and the teams were seamlessly guided through the adoption of this new communication channel in line with our ongoing collaboration with LINK.
La Grande Récré was particularly impressed by the advantages of RCS: branded elements (logos, contact details, ...), media integration (images, videos, ...), interactivity (CTAs), and detailed analytics. For brands, this offers countless opportunities for engagement and customer experiences that align closely with the brand identity.
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An optimized customer experience
La Grande Récré opted to launch an RCS campaign to showcase its Christmas catalog. Leveraging the richness of RCS format, the retailer integrated appealing images of its flagship products, detailed descriptions, and even direct links for easy purchase. Moreover, the ability to segment its customer base allowed La Grande Récré to personalize messages based on each customer's preferences and buying behaviors.
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"When we discovered that LINK Mobility could support us in deploying such an enriched communication channel as RCS, we immediately reached out to them. RCS enhances the customer experience by injecting visuals and CTAs while remaining within consumers' native messaging applications. With RCS, the ROI is impressive!" said Elisa Dupouy, CRM Project Manager at La Grande Récré. "The campaign has been more than satisfactory and encourages us to deploy this system more regularly with our customers. We achieved a response rate of over 88% and a click-through rate of nearly 14%, results that have greatly pleased us."
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