SMS marketing revolutionized digital retail by providing a direct line to leads, boasting higher engagement and conversion rates than other channels. However, its role in retail marketing is evolving as newer, more versatile solutions become available.
Enter RCS messaging. With Apple’s adoption of the Rich Communication Services (RCS) protocol in 2024, this innovative messaging format is spreading rapidly, reshaping the retail marketing landscape.
RCS, or Rich Communication Services, is a next-generation messaging protocol that builds upon the foundation laid by SMS. While SMS relies on cellular networks to transmit short text messages, RCS leverages a data connection to deliver rich, interactive content. This includes dynamic images, secure transactions, interactive buttons, and branded experiences—all within the messaging app itself.
RCS expands upon the advantages of SMS marketing, offering enhanced functionality that simplifies the customer journey. While SMS gets the information to leads, it often requires multiple steps for users to engage with an offer or complete a purchase.
RCS eliminates this friction. Customers can explore products, interact with brands, and even complete transactions directly within the message. The result? Higher engagement, streamlined experiences, and improved conversion rates.
Message Received: RCS at the Top of the Funnel
SMS can be useful for reaching buyers, but it has its limitations. While it allows you to send a message to a list of leads, that’s where the advantages end. Let’s face it—most of us hit “mark as read” the moment we see an SMS from an unfamiliar number. While SMS may reactivate repeat buyers, it’s unlikely to capture the attention of new leads with just a 100-character promo message.
SMS has an estimated conversion rate of 10-20%, but it struggles, especially at the top of the funnel. Buyers aren’t yet engaged with your brand and are inundated with scam and spam texts daily. As a result, your efforts often lead to your messages being marked as read or reported as spam by around 90% of your audience.
RCS stands out by allowing you to send high-resolution images, interactive elements, and distinctive branding that capture attention. This is crucial at the start of the buyer’s journey, when your leads are exploring their options. You need to clearly demonstrate why you’re the best choice.
SMS often lacks a personal touch. Even with well-tuned automations, the short, text-only format limits what you can convey. In contrast, RCS promotions feel more relevant and timely the moment they reach your lead’s phone.
RCS offers key advantages to bring leads in:
- Customized promotions and updates
- Restock and new stock notifications
- Abandoned cart reminders
- Featured product previews
While SMS can handle some of these tasks, with RCS they’re just plain better.
Want to send a customized promo code based on demographics or user behavior? With SMS, you’d send a string of characters from an unfamiliar number, forcing users to copy, paste, and visit a web browser. It’s no surprise SMS has limited conversion rates!
With RCS, your message includes your brand name and logo. When users click, they’ll see products, banner images, carousels, and more. Instead of copying a code like 50LESSFORSTUFF2025, they can simply click a button to activate the offer directly within the message.
RCS goes beyond sending pictures through a standard text message—it completely transforms your communication. RCS messages are fully interactive, featuring high-resolution images and customizable buttons.
Imagine sending a promo offer to a lead. Instead of just one button, they receive a slider filled with products eligible for the discount. They can click any item to add it to their cart or view more details. You’re essentially bringing your store directly to their phone.
Once they add an item to their cart, you can instantly suggest related products. With RCS, it’s simple for them to add these items to their cart or checkout with ease.
And the best part? They never have to leave their messaging app. No opening a web browser, no worrying about phishing links—RCS eliminates the friction that’s long hindered SMS.
Closing the Deal: Easy Conversions With RCS
Your lead has browsed products, redeemed your offer, and added items to their cart—all within RCS messaging. What’s next?
The convenience of RCS doesn’t stop there. They can complete their order and check out directly within the message.
With RCS, you can offer secure payment options, allowing customers to purchase without ever leaving the app. No switching to another app, no redirecting to your website—just a simple click, and the order is complete.
But the benefits don’t end with checkout. RCS creates a seamless, direct connection with your customer throughout the entire buying process. What used to require visits to your app or website can now be done entirely within the message, making the experience as convenient as possible.
This eliminates the need to establish a new touchpoint. Within the message, you can seamlessly customize their journey with follow-ups such as:
- Purchase confirmations
- Payment receipts
- Order tracking
- Delivery updates
- Personalized thank-you messages
Your message remains a direct touchpoint with the user. Need to check their order status? They can do it right within the message—no need to navigate elsewhere. This connection stays open, keeping your brand top of mind.
This personal touch is one of RCS’s biggest advantages over SMS. With SMS, you rely on buyers to leave the message and continue their journey elsewhere, often risking drop-off. RCS, however, provides a full-service experience within the message itself. Your leads stay engaged because you’re right there guiding them every step of the way.
Bringing it All Together: Follow Up and Reactivation With RCS
Your direct connection with the buyer doesn’t end after they’ve made a purchase. With RCS, your message remains an open conversation.
After delivery, you can send a confirmation directly within the thread. By keeping interactions active, you make it easy for customers to re-engage and seamlessly return to your funnel as repeat buyers.
What can you say after a customer has already purchased? With RCS, there are countless opportunities to keep the conversation going:
- Cross-sell promotions on related items
- Product feedback and service surveys
- Requests for Google reviews
- Returns and support updates
- Loyalty program notifications
- “Recommend to a friend” incentives
SMS often misses a key opportunity when a customer has just received a product they’re happy with. This is the moment they’re most confident in your service and product.
With an open RCS conversation at this critical point, you can seamlessly check in, offer a way to leave a review, update their loyalty program status, or collect feedback on how to improve the experience.
Few brands go the extra mile after a purchase, but doing so builds trust—and trust translates to repeat business.
Even if the customer isn’t satisfied, RCS makes the return process effortless. Instead of navigating your website, filling out forms, and corresponding with customer service, they can initiate the return directly within the chat. RCS shows your commitment to customer satisfaction, turning even a less-than-perfect experience into an opportunity to build loyalty.
More importantly, your RCS chat stays active. Whether they’re happy or returning the product, you maintain the connection and can easily re-engage.
After experiencing the convenience of RCS, customers will notice the contrast when navigating the more limited capabilities of traditional SMS marketing. The seamless buyer’s journey itself becomes a unique selling point for your brand.
Direct Connect With RCS for Better Retail Performance
With RCS becoming more widely adopted across networks, relying solely on an SMS strategy for retail no longer makes sense.
While SMS can still send the message, RCS allows you to deliver branded, dynamic experiences directly to your lead’s inbox. Instead of enticing customers to visit your store, RCS brings the store to them.
Adopting an RCS-powered strategy doesn’t just streamline your user funnel—it redefines how you interact with your customers. In today’s digital retail landscape, convenience isn’t optional. Shoppers still want quality and variety, but they also demand fast and seamless experiences. RCS combines customization and impact to foster deeper customer interactions while making the process easier than ever. It’s a win-win.
As RCS technology continues to gain traction, using SMS alone will quickly feel outdated. Building an RCS system now ensures you stay ahead of the competition.
At NativeMsg, we’ve been preparing for the RCS revolution. Our team specializes in designing RCS campaigns, scaling strategies, and training your team to maximize the potential of this transformative technology.
RCS delivers higher engagement, better conversion rates, and improved customer retention. Ready to embrace the future of RCS messaging? Request a demo today to see how NativeMsg can help revolutionize your strategy.
