Here’s a first: Listrak, the retail cross-channel marketing platform, said Tuesday that it was the sole marketing platform provider to launch a Rich Communication Services, or RCS, marketing campaign in the U.S.

RCS is an interactive communications channel that allows users to send and receive text-like messages, voice calls, video calls, and multimedia files directly from a phone’s messaging app, Listrak said. RCS has more than one billion uses globally.

To run a test campaign on RCS, Listrak teamed with its client, Dooney & Bourke. The test was launched during the 2024 holiday season and demonstrated that RCS more than doubled revenue per send compared to traditional SMS/MMS campaigns.

“With wireless carriers rolling out support for RCS in the U.S. in 2025, Dooney & Bourke gained early access to the elevated messaging experience via enabled carriers through its long-standing e-commerce marketing partner, Listrak, in collaboration with global cloud communications platform Infobip,” Listrak said in a statement.

Listrak said the marketing team at Dooney & Bourke “worked seamlessly” with the company and Infobip experts to identify subscribers who would be able to receive RCS messaging. The holiday shopping campaign centered on “12 Days of Dooney” messages.

“A new era in messaging is here, as RCS will transform creatively how brands communicate with customers, driving a more personalized experience,” said Jamie Elden, chief revenue officer of Listrak. “We were thrilled to work with the team at Dooney & Bourke to be the first platform provider to launch an RCS marketing campaign in the United States. True to Dooney & Bourke’s long-standing drive to deliver excellence that surpasses expectations, their agile and innovative brand marketing team jumped on the opportunity to become one of the first American brands to leverage this powerful new way to communicate with consumers.”

Dave Burbine, senior director of e-commerce at Dooney & Bourke, said, “At Dooney & Bourke, constant evolution and commitment to quality and performance is ingrained in everything we do. As part of that commitment, we are always looking for new ways to connect with and inspire our customers. We love partnering with Listrak because they are consistently on the cutting-edge of new technology, and in this case, they were able to provide us with exclusive early access to RCS’ breakthrough messaging services, which allowed our brand to differentiate itself in the market during the peak holiday season.”

“This is yet further proof that business communication is rapidly evolving, and the North American market is undergoing a messaging revolution,” said Ivan Ostojić, chief business officer at Infobip. “With RCS, enterprises won’t just push messages to their customers — they’ll engage with them through interactive, personalized and seamless experiences. We’re proud to partner with Listrak and Dooney & Bourke in leading this transformation and showcasing what’s possible when innovation meets customer connection.”