Using RCS Features to Recover Abandoned Carts
TL;DR:
- RCS lets you add images, descriptions, and interactive buttons to cart recovery messages
- Show customers exactly what they left behind with product visuals
- Add tap-to-buy buttons that go straight to checkout
- Include time-limited discounts to create urgency
- Always have SMS as backup when RCS isn't supported
- Personalise messages to boost engagement and conversion rates
RCS transforms cart recovery from basic text reminders into rich, interactive experiences that actually show customers what they're missing.
Why RCS Works Better Than SMS for Cart Recovery
Standard SMS cart recovery feels a bit bare bones. You're limited to text and a link, hoping customers remember what caught their interest. RCS changes that completely.
With RCS, you can display the actual products sitting in their cart, complete with images and key details. Instead of "You left items in your cart", you're showing them the exact trainers they were considering, along with the colour and size they picked.
Essential RCS Cart Recovery Features
Product Visuals in Messages
Show customers what they left behind. Include product images directly in your RCS message so they can see the items without clicking through to your site first. Add brief descriptions highlighting the features that matter most, whether that's free delivery, limited stock, or the discount they'd lose by waiting.
One-Tap Purchase Buttons
The friction between "interested customer" and "completed purchase" kills conversions. RCS lets you embed buttons that take people straight to checkout, skipping the browse-around-and-get-distracted phase entirely.
Time-Sensitive Offers
Create genuine urgency with offers that expire. RCS messages can display countdown timers or clearly highlight when a discount ends. This works particularly well when combined with stock level updates like "Only 2 left in your size".
Setting Up Your Fallback Strategy
RCS isn't universal yet. Device support varies by manufacturer, carrier, and region. Your cart recovery system needs to detect RCS capability and fall back to SMS when needed.
SMS cart recovery still works, it's just simpler. Focus on clear, personalised text that reminds customers what they left and why they wanted it. Include your discount or urgency element, then provide a direct link to complete their purchase.
The key is making this switch seamless. Customers shouldn't notice whether they received RCS or SMS, they should just feel compelled to complete their purchase.
Measuring What Actually Works
Track your message performance beyond basic open rates. Look at click-through rates to checkout, actual conversions, and revenue recovered. Compare RCS performance against SMS to understand which format works better for different customer segments.
Most RCS platforms include analytics tools that show you exactly how customers interact with your messages. Use this data to refine your approach and test different message formats.
FAQs
Will all my customers receive RCS messages?
No, RCS support depends on their device, carrier, and location. Always set up SMS as your fallback option so every customer gets a cart recovery message in some form.
How do I track RCS cart recovery performance?
Use your RCS platform's built-in analytics to monitor open rates, click-throughs, and conversions. Compare these metrics against your SMS cart recovery to see which performs better for different customer groups.
Do customers actually prefer RCS over SMS for these messages?
Generally yes, because RCS messages are more engaging and informative. However, customer preferences vary, so test both formats and let your conversion data guide your strategy.
Jargon Buster
RCS (Rich Communication Services): Advanced messaging that supports images, buttons, and interactive elements beyond basic SMS text
Cart Recovery: Automated messages sent to customers who added items to their online cart but didn't complete the purchase
Conversion Rate: Percentage of people who complete a desired action, like making a purchase, after receiving your message
Wrap-up
RCS cart recovery turns abandoned shopping carts into visual reminders of what customers actually wanted to buy. The combination of product images, direct purchase buttons, and time-sensitive offers creates a much stronger push towards completion than basic SMS.
Keep SMS as your backup plan and focus on personalisation regardless of format. The more relevant your message feels to each customer, the better your chances of turning that forgotten cart into actual revenue.
Learn about QuickSMS https://www.quicksms.com/