Bringing Mobile Shopping Experiences to Life with RCS

Peter Thomas Roth has built its reputation on innovative, results-driven skin care. That same focus on innovation extends to how the brand connects with its customers.

As part of its ongoing partnership with Listrak, Peter Thomas Roth was eager to embrace Listrak's new Rich Communication Services (RCS) messaging capabilities. With approximately 85% of its mobile subscribers RCS-enabled, the brand had an opportunity to deliver richer, more interactive shopping experiences to a significant portion of its audience while continuing to reach other subscribers through SMS.

Peter Thomas Roth introduced RCS across key fall campaigns, including early access to sitewide sales, gift-with-purchase promotions, and loyalty rewards. With interactive carousels, rich product imagery, verified branded messaging, and tappable calls to action, the brand could showcase its products, build trust, and make it easier for shoppers to move toward purchase.

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Turning Richer Experiences into Measurable Results

To evaluate the impact of RCS, Peter Thomas Roth conducted 50/50 tests against traditional SMS messaging.

• 40% higher conversion rates with RCS compared to SMS
• 29% higher revenue per send with RCS compared to SMS

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Engagement also improved over time. Click-through rates increased across successive RCS sends, moving from 14% below SMS on the first send to 3% above SMS on a later send.

These early results highlight the value of testing RCS across multiple campaigns to better understand customer engagement and optimize performance.