With 360Dialog, Kaufland launched a localized RCS subscription journey for weekly store offers in four weeks, reaching a 90%+ delivery rate and 80% open rate.
The Challenge
Turning one weekly campaign into thousands of local experiences
Every week, Kaufland’s offers change by store. For a messaging channel to work, sending the weekly flyer was only part of the challenge: each subscriber had to receive the offers relevant to their nearest location.
That meant connecting a simple customer experience to a much more complex operation behind it. Customers needed an easy way to subscribe, identify their local store and continue receiving the right content every week, while Kaufland needed to keep the channel operationally manageable at scale.
And the channel had to be built quickly. Kaufland had four weeks, with no existing technical setup, established process or internal experience with the channel to build on.
There was one more challenge: a new channel starts with no audience. The experience therefore had to turn Kaufland’s existing reach into subscribers without adding friction to the journey.
The Solution
One subscription. The right store. A new offer every week.
The solution was designed around one simple customer journey: join once, identify your nearest store and keep receiving the right weekly offers. Drawing on its experience designing measurable messaging journeys, 360Dialog adapted a proven framework for localized content distribution to Kaufland’s infrastructure, using RCS (Rich Communication Services), a rich, interactive business messaging channel that lets brands reach customers directly in their native messaging apps.
To make that journey work end to end, Kaufland and 360Dialog brought audience acquisition, local relevance, consent and message design together in a flow that:
Turns existing reach into the starting point, with Kaufland using its website and email audience to introduce customers to the new subscription service.
Uses one piece of information to make the experience local, with customers providing their postal code to connect them with their nearest store. Behind that simple interaction, the system maps postal codes across 700+ stores and 1,500+ localized flyer links to select the relevant weekly content.
Builds consent directly into the subscription journey, allowing customers to provide the required information, give consent and subscribe to future weekly offers, while consent management, store assignment and content selection happen behind the experience.
Turns weekly offers into an interactive messaging experience, using RCS Rich Card carousels to present multiple offers in swipeable cards that combine visuals, text and calls to action directly in the message.
Optimizes the path to subscription, measuring each step from entry through consent to final subscription to reveal drop-off points, test alternative paths and reduce friction across devices.
The results
From a four-week launch to a repeatable weekly channel
Within four weeks, Kaufland went from having no RCS setup or subscriber base to running a recurring channel for localized weekly offers.
Reported results included:
90%+ delivery rate, meeting the initial delivery target.
80% open rate for weekly flyer communication.
60% improvement in opt-in conversion after optimizing the subscription journey, converting a higher share of incoming users into subscribers.
More importantly, the launch created a repeatable model for growth. Kaufland could use its existing digital reach to acquire subscribers, connect each one with the right local store and deliver relevant weekly content without rebuilding the journey each time.
