The retail industry is entering a new era of communication, and Listrak, a leading cross-channel marketing platform, is at the forefront of this transformation. In a groundbreaking move, Listrak became the first marketing platform provider to launch a Rich Communication Services (RCS) marketing campaign in the United States. Partnering with the renowned American handbag and leather goods brand, Dooney & Bourke, Listrak tested the capabilities of RCS during the 2024 holiday season with remarkable results. The campaign, aptly named “12 Days of Dooney,” demonstrated that RCS messaging more than doubled revenue per send compared to traditional SMS/MMS campaigns.
RCS is a next-generation messaging technology designed to enhance communication by offering an interactive, multimedia-rich experience. While wireless carriers are expected to roll out broad support for RCS in the U.S. in 2025, Dooney & Bourke gained early access through their longstanding partnership with Listrak. The collaboration also involved Infobip, a global cloud communications platform, ensuring seamless execution of the campaign.
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Jamie Elden, Chief Revenue Officer at Listrak, emphasized the significance of RCS in reshaping brand communication. He described the technology as ushering in a new era where personalized, dynamic interactions become the standard for customer engagement. Elden applauded Dooney & Bourke’s agility and innovation, noting their ability to quickly adapt and leverage RCS as a testament to their commitment to exceeding customer expectations.
Dooney & Bourke’s Senior Director of Ecommerce, Dave Burbine, highlighted the brand’s dedication to constant evolution and excellence. He praised Listrak’s cutting-edge approach, which enabled Dooney & Bourke to stand out during the competitive holiday season. By using RCS, the brand not only connected with customers in a more meaningful way but also differentiated itself in a crowded marketplace.
Infobip’s Chief Business Officer, Ivan Ostojić, described the campaign as evidence of the rapid evolution in business communication. He noted that RCS enables brands to move beyond merely sending messages, allowing them to create interactive, personalized, and seamless experiences. This innovation marks a significant step forward in how brands connect with their customers, offering a more engaging and trusted channel.
With over a billion active users globally, RCS modernizes text messaging by incorporating features like multimedia sharing, video calls, and interactive functionalities. Unlike traditional SMS, RCS allows verified brands to communicate in a way that builds trust and drives higher conversion rates. This channel keeps pace with popular messaging apps like WhatsApp and GroupMe, offering dynamic and engaging interactions that enhance the customer experience.
Listrak’s innovative campaign with Dooney & Bourke showcases the immense potential of RCS, setting the stage for a messaging revolution in the retail industry. As more businesses adopt this technology, the future of brand communication promises to be more interactive, personalized, and impactful.
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