Asda has become the first major retailer to introduce branded messages to its online customers, in what is the UK’s largest roll out of Rich Communication Services (RCS).
Promised as the next generation of SMS, RCS messaging enables customers with an Android handset to see Asda’s logo and brand name when they receive a text message about their online orders.
It will enable the big 4 grocer to provide rich media experiences to its customers via a channel they trust – the native messages app – with no additional installation or downloading, giving them peace of mind knowing they can trust the sender.
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Launched in partnership with global cloud communications platform – Infobip – RCS messaging will bolster the Asda customer journey from beginning to end including order confirmation, delivery times and substitutions.
Commenting on the new initiative is comms product manager from Asda, Martin Coates said: “Ensuring our customers receive exceptional customer service is a key focus for us and we’re excited to be the first retailer to offer this innovation to customers.
“The idea is that that by providing customers with that additional peace of mind, we’ll boost customer engagement and reduce the number of failed deliveries.”
VP Products at Infobip, Krešo Žmak, also commented: “Asda is now the first UK grocer to stand out from the competition in this way, elevating its customer engagement and attracting higher engagement rates.
“The next generation of messaging is here, and it is set to provide consumers the features and functionality they look for in chat apps, in the comfortable confines of their mobile device’s native messaging platform, and from branded and verified sender they can trust.”
The new development comes as Asda has partnered with Wayve to launch the largest self-driving grocery home delivery trial in the UK.
