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Transforming retail sales: Casas Bahia increases ROI by 6x with RCS for Business
To encourage adoption of its digital installment payment solution, Carnê Digital, Brazilian retailer Casas Bahia ran an RCS for Business campaign that drove 1.6x more conversions and 6.2x higher ROI than other conversational channels.
Customer insight
“Utilizing RCS for Business has significantly enhanced the user experience. It offers greater flexibility for interaction and a user-friendly interface that resonates with our customers.“
Attribution: Josué Ma, Growth Product Manager, Casas Bahia
24%
read rate
28%
response rate
397x
return on investment (ROI)
1.6x
conversion vs. other conversational channels
6.2x
higher ROI vs. other conversational channels
Challenge
Founded in 1946, Casas Bahia is part of the Grupo Casas Bahia, a household name in Brazilian retail. Recognizing the need for innovative engagement strategies, Casas Bahia sought to expand its marketing reach beyond traditional communication methods, such as SMS, email marketing, and other direct messaging channels.
The company began looking for a solution that would:
The company began looking for a solution that would:
- Maximize adoption and usage of Carnê Digital
- Streamline the user journey
- Increase conversion and order completion rates
- Increase revenue through successful Carnê Digital purchases
Approach
After successful initial tests for seasonal campaigns, RCS for Business stood out for its rich multimedia content, interactive features, and real-time communication capabilities, directly within the users' native messaging app. Convinced of the channel’s potential to transform retail sales, the company partnered with Pontaltech to run a campaign promoting Carnê Digital. By combining text with visuals in a familiar interface, RCS for Business allowed Casas Bahia to enrich communication with its audiences.
Result
In a side-by-side comparison with another leading conversational channel, RCS for Business consistently outperformed in both conversion rates and return on investment. The campaign also earned an 8% increase in orders and a 17% rise in sales revenue, solidifying RCS for Business as a valuable tool for Casas Bahia’s digital strategy.
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