Shift to Conversational Interfaces

Digital communication is moving toward a "Conversations First" approach, with platforms like Google, WhatsApp, and SMS evolving to support richer, more interactive formats such as RCS (Rich Communication Services). This shift is prompting retailers and brands to adapt their strategies to remain competitive, particularly as conversational interfaces become the primary method for customer interaction.

AI Mode Activation in France

In France, Google has only recently activated its "AI mode," with the country being one of the last to do so, according to a Google executive. The rise of conversational formats, already prevalent on WhatsApp and in webchats, is now extending to how users search for information on Google.

Consumer Preferences in France

Conversational interfaces are increasingly favored by consumers. In France, 73% of users prefer interacting with brands via messaging apps over navigating websites, according to Bearingpoint / Kantar. Additionally, 73% of AI users in France are using it to search for information, with nearly a quarter doing so daily, as reported by Credoc 2026.

RCS Adoption in France

By the end of 2026, 53 million smartphones in France will be compatible with RCS, allowing brands to transition from SMS to native conversational platforms, according to operators. This shift is expected to enhance the user experience and enable more interactive brand interactions.

Effectiveness of Messaging Apps

The effectiveness of messaging apps is evident in high open rates, with WhatsApp achieving a 98% global open rate, according to Forrester. Retailers are beginning to leverage these platforms to enhance customer engagement and service quality.

Retailer Use Cases

For instance, Bompard used Click-to-WhatsApp advertising on Instagram to drive customers to its website and physical stores, achieving an 83% completion rate. Quick, a restaurant chain, employed RCS for a special Avengers-themed operation with Disney, resulting in an 87% open rate and increased engagement.

WhatsApp Integration in Customer Service

Carrefour has integrated WhatsApp into its customer service, offering asynchronous chat and WhatsApp as primary contact options, with a mix of AI and human support. This approach has led to a 34% of requests being handled autonomously by bots, while maintaining service quality.

Loyalty Programs via WhatsApp

In loyalty programs, Carrefour sends weekly promotional catalogs via WhatsApp, replacing declining paper brochures and unreliable emails. This shift helps maintain customer engagement and reduces reliance on traditional marketing channels.

E-commerce and Luxury Brand Applications

In e-commerce, Well has used WhatsApp to recover abandoned shopping carts, achieving a high ROI and a conversion rate of 1.8%. Luxury brands like LVMH use WhatsApp for clienteling, facilitating appointment preparation and post-visit follow-ups.

End-to-End WhatsApp Services

Darty offers end-to-end WhatsApp service for its Darty Max subscribers, enhancing customer satisfaction and reducing unnecessary service trips. This approach streamlines support and improves the overall customer experience.

Google’s Integration with Conversational Interfaces

Google remains a central hub for digital journeys, with the potential to connect search directly to RCS conversations. A "Chat with our brand" button can appear in search results, offering an alternative to traditional URLs.

Future of Customer Engagement

This integration could significantly enhance lead generation and customer service, directing users to conversational interfaces before transferring to counselors if necessary. Retailers are encouraged to rethink their customer journeys in a "Conversations First" model, emphasizing conciseness, efficiency, and proximity in interactions. As conversational technology continues to evolve, brands that adapt are likely to gain a competitive edge.