New opt-in rules for retail marketing

Since August 11, a new opt-in decree has changed the way retail businesses can use SMS, email, or phone calls for customer acquisition and retention. This update reinforces rules from a 2025 law on telemarketing and signals a move away from mass marketing toward more personalized approaches.

Shift in retail performance metrics

For years, retail performance was measured partly by the number of messages sent, such as reminders about abandoned shopping carts or promotional emails. However, the effectiveness of these messages varies widely, with success rates ranging from 1% to over 70% depending on the channel, timing, or data used.

Three key areas for retail adaptation

To adapt, retailers must focus on three areas: prioritize meaningful customer interactions over traditional marketing schedules, let data decide the best communication channel instead of relying on past habits, and place customer consent at the center of their strategy rather than treating it as a formality.

Evolution of communication channels

The shift in marketing logic is matched by changes in how customers communicate. Technologies like RCS, already used by over 400 French retailers, allow richer interactions, such as sharing product catalogs or verified brand information directly in conversations. AI voice assistants are also being used to handle customer inquiries more efficiently.

Benefits of data-driven marketing

Retailers using behavioral data to guide their marketing campaigns instead of fixed schedules see improvements in contact rates between 35% and 60%, while also reducing costs for customer acquisition and retention. This approach also helps maintain a consistent brand image by delivering relevant messages tailored to customer needs.

Steps for retail marketing leaders

For marketing or CRM directors, adapting involves four steps: assessing the current situation, identifying 5 to 10 key moments in the customer journey, testing multichannel strategies on high-volume scenarios, and gradually expanding based on data rather than message volume. Regular evaluation of each strategy is also important.

Opportunity for retail transformation

For retailers facing pressure on profits, the need for immediate customer responses, and stricter regulations, this change offers more than just compliance—it presents an opportunity to rebuild customer relationships from the ground up. Retailers that invest in behavioral data and multichannel strategies can gain a sustainable competitive edge in a market where customer attention is increasingly scarce.