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Redefining customer engagement at Zepto with RCS for Business
Increased engagement with personalized, user-experience focused marketing at scale.
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Customer insight
“RCS for Business has redefined how we engage with the customers on the Zepto platform. It brings together the reach of traditional SMS with the creativity of rich media which has helped us elevate our customer experience and improve engagement and retention.”
Attribution: Mohita Gupta, Director - Customer Retention & Engagement
2x
increase in user engagement
30%
user journey completion rate, resulting in product purchase
10%
increase in incremental traffic to Zepto app
Challenge
Quick-commerce company Zepto relied on traditional SMS messaging to connect with new and inactive users. The character limits and lack of rich media made it difficult to showcase the wide range of Zepto's products. The team knew that offering a more visually appealing, interactive experience to their users would improve engagement and retention. The platform needed a channel that was more personalized and engaging while still operating at the scale of SMS.
Approach
Zepto adopted RCS for Business because it provides rich media capabilities and interactivity directly to users’ phones. For their Raksha Bandhan holiday campaign, Zepto developed a conversational flow that asked four questions that helped shape more than 50 personalized gift recommendations. Combining this with rich media features such as carousels and deep links, the team could ensure a seamless journey from first engagement to purchase. Since then, RCS for Business has become Zepto's go-to customer interaction tool and helps the business redefine customer engagement.
Result
With RCS for Business, the team doubled engagement, saw a 30% journey completion rate, and improved incremental traffic to the Zepto app by 10% for the Raksha Bandhan campaign. Since the platform improves data tracking, the company has been able to show the immediate ROI of the platform. Now, Zepto is transforming its approach to engagement and retention using RCS for Business for routine reengagement campaigns.
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