Two years after the launch of the Oui Pub experiment, RCS Business Messaging appears to be a natural alternative to printed catalogs and leaflets.
Nearly two years after the start of the “Oui Pub” experiment, aimed at making the distribution of leaflets or paper catalogs subject to consent, the market has already radically changed.
According to estimates from BUMP, the “Unified Advertising Market Barometer”*, produced by Kantar Media, IREP and France Pub, the “unaddressed printed matter” (ISA) segment saw its turnover increase from 303 million euros, in the first half of 2019, to 188 million euros in the first half of 2024. A drop of more than 38% in 5 years, which in reality mainly concerns “print”, down 49.8% over the period, but which contrasts with the growth of digital catalogs, which already weigh more than 36 million euros and which were not even counted in 2019!
Among the levers that benefit from the dematerialization of catalogs, we can obviously cite Wallet applications, geolocated banners, but also Business Messaging, by SMS or now by RCS, which makes it possible to address millions of French people.
As confirmed by the latest AF2M barometer, the distribution sector is increasingly using SMS Push for its local marketing. And thanks to the massive opt-ins acquired on the SMS channel, the transition to RCS Business Messaging will allow these players to immediately reach a large part of their customers.
Designed to replace and energize SMS, RCS has no shortage of advantages with its interface “enriched” with multimedia elements, such as images, videos, carousels or maps.
-For businesses, there are also numerous innovations with an interface that can be personalized with the colors of a brand (colors, logo), certification of issuers to better fight against spam, numerous real-time statistics such as opening rates or “conversation”, also opening up the possibility of offering a whole variety of chatbots.
Recently, RCS Business Messaging has also introduced several major innovations for local marketing: the sending of PDF files, such as catalogs or prospectuses, at the heart of conversations, the Wallet functionality, allowing consumers to store securely loyalty cards and coupons directly in their smartphone, and finally iPhone compatibility, allowing RCS to potentially address 80% of French consumers.
Since its launch in France at the end of 2021, RCS Business Messaging has experienced 3-digit growth rates and has already attracted several hundred major brands such as Nespresso, BUT, Picard, Maxi Zoo and la Grande Récré. The latter particularly appreciate the security of the issuer or the average opening rates, estimated at more than 70% by AF2M, well above the 17% observed in Emailing (source DMA/SNCD).
Without waiting for a possible generalization of the “Oui Pub” system throughout France by 2025, merchants can in any case already turn to RCS Business Messaging to send digital prospectuses to their customers and prospects, and thus succeed in their digital transformation.
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