British retailer, Asda, has rolled out RCS (Rich Communication Services) messaging to its customers. It will enable Asda to provide rich media experiences to its customers via their native messages app, with no additional downloads or installation required. The messages include Asda’s logo, brand name, and links, giving customers peace of mind knowing they can trust the sender. The RCS service is being provided by Infobip, who said that, given the size of its audience, Asda is not the largest RCS brand in the UK.

“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,” said Asda Comms Product Manager, Martin Coates. “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.” 

“Infobips CX workshop helped us identify how to improve Asda’s entire customer journey through automation, AI, rich conversational communication, and a customer-first approach, which has led to this first step into RCS business messaging.”