RCS & WhatsApp: inside a fully conversational funnel

Eyewear for everyone, in 10 minutes

Lunettes Pour Tous was born in 2014 with a simple ambition: make eyewear affordable for everyone.

Its promise: glasses from €10, made in 10 minutes, after a free eye test.

Its lenses are made in Paris, in the workshop of its Châtelet store.

The brand now has 33 stores in France and Belgium, and has been voted Brand of the Year three years in a row.

Its model plays out almost entirely in store: every digital action has to make people want to walk through a store’s door.

A closer relationship, all the way to the store

To get there, the brand relies on nearly 3 million customers and a very active CRM, with an email every week.

But eyewear is a purchase that matters: before they come in, customers need reassurance and advice.

The goal: turn every message into a conversation, and every conversation into an appointment.

At the end of 2024, Lunettes Pour Tous launched on WhatsApp with WAX. A year later, it added RCS, the SMS enriched with images and buttons.

Consent is collected in store, at the end of the purchase, for SMS and WhatsApp at once.

RCS to reach wide, WhatsApp to go further

At Lunettes Pour Tous, each channel carries a moment of the customer relationship.

RCS speaks to the whole base, in the phone’s messaging app, with images, carousels and buttons.

WhatsApp carries the longer exchanges: appointment reminders, after-sales service, advice. Its base is smaller, but closer to the brand.

The choice is made use case by use case. A store opening goes out on RCS, a follow-up one or two years on goes out on WhatsApp.

For mixed campaigns, RCS goes first, then WhatsApp takes over with the customers who didn’t respond. Klaviyo and WAX orchestrate it all.

Key moments: every campaign opens a conversation

Sales, Black Friday, Valentine’s Day, new collections: every key moment has its WhatsApp campaign.

For Black Friday, the message pairs -50% on frames with an invitation to come in for a free eye test.

In the conversation, the customer says what they need, frames for themselves or for someone close, and is then pointed to the right store.

Their answers then enrich their customer profile in the brand’s tools.

A new store opens every two months, and each opening is announced to the customers who live nearby.

Email and advertising spark the desire. WhatsApp turns it into an appointment.

Appointments: a follow-up signed by the store

As soon as a customer books an eye test, a WhatsApp journey starts.

Two days before, a reminder is sent automatically, signed by an adviser from their store.

If they cancel or don’t show up, the store team offers them a new slot, to pick right in the conversation.

A year later, then two years later, a message checks in on them and invites them back.

Booking used to go through advertising and email. With WhatsApp, it becomes a conversation.

WAX AI: tailored advice, long after the purchase

Two years after the purchase, a message checks in on the customer: are their glasses still right for them?

If they are looking for a new pair, WAX AI takes over. The AI understands the need and shows three models from the collection, right in WhatsApp.

The customer picks one, then orders online or comes into a store to have the frames fitted.

After-sales service works the same way: for a broken arm or a scratched lens, the AI qualifies the request and offers an appointment in store.

The teams can then focus on the requests that need them.

To learn, the AI drew on the Lunettes Pour Tous website, completed with a document that gathers the brand’s key information.

RCS: the whole base, in a format true to the brand

At the end of 2025, WAX offered RCS to Lunettes Pour Tous. The brand said yes straight away: testing early is part of its culture.

WAX set up its verified RCS profile, with its name and logo. A description and the website were enough: within two or three days, everything was live.

RCS builds on the existing SMS consents: the whole base is reachable from day one.

The first campaign counted 90,000 sends, a volume unheard of for a launch. A test split equally between WhatsApp and RCS confirmed the results.

Since then, the brand’s marketing campaigns have moved from SMS to RCS.

The birthday message has made the move too: a photo, a long text, a €15 code valid for 30 days. And if the customer has a question, WAX AI answers.

Glasses for everyone, a conversation for each

In less than two years, Lunettes Pour Tous has built a complete conversational journey:

• RCS to reach the whole base, in a rich format
• WhatsApp for key moments, appointments and follow-up after the purchase
• WAX AI to advise customers and answer their requests, at any hour
• A channel chosen for each moment of the relationship, with one automatically taking over from the other

What comes next is written with WAX AI, on WhatsApp and RCS alike, and one goal: speak to each customer on the channel they prefer.