How The RTA Store improves customer experience and closes deals with SMS
SMS for Zoho CRM
SMS for Zoho CRM
Discover how a leading ready-to-assemble cabinetry retailer uses Sinch to keep DIYers and contractors informed throughout their purchase journey
Challenge: Manage complex customer journeys with multiple touchpoints across various channels
Solution: Integrate Sinch MessageMedia with Zoho CRM for automated, timely communication
Results: Faster time to close and increased engagement with leads
With its wide range of ready-to-assemble (RTA) and pre-assembled cabinetry options, The RTA Store has become a go-to destination for homeowners, DIY enthusiasts, and contractors alike. Their commitment to quality products and exceptional customer service has made them a leader in the home improvement industry.
But Michela Bracich, RTA Store’s Marketing Operations and Zoho CRM Manager, knows that selling cabinetry isn’t just about the product—it’s about guiding customers through a complex journey from design to installation.
“At the end of the day, cabinetry has to be purchased one by one, and we want to make sure that we’re handholding the entire time, making sure that we get you the correct products in your hand.”
– Michela Bracich, Marketing Operations and Zoho CRM Manager, The RTA Store
The path to a new kitchen or bathroom is rarely straightforward. Customers may need design assistance, have questions about assembly, or require installation services. For RTA Store, this means juggling multiple touchpoints across various channels—email, phone, and text—for each customer.
During the pandemic, RTA Store saw a surge in home improvement projects. To manage the increased demand, they implemented Zoho CRM and began looking for an SMS solution to complement their existing email and phone communication.
“We wanted it to be a little bit more modern,” Michela recalls. “We wanted to have more control of how many messages we can send. There was a limit with the system before we did the transition.”
RTA Store chose Sinch MessageMedia, integrating it directly with Zoho CRM. This integration allowed them to automate many of their customer touchpoints, from initial lead follow-up to design feedback requests to shipping updates.
With Sinch MessageMedia, the RTA Store can now tailor their communication to each customer’s preferences and stage in the buying journey.
“We make sure that we actually ask customer what their preferred channel is,” Michela explains. “We’ll record that and make sure everything gets entered into our CRM system via either email, text, or call.”
This flexibility has proven invaluable for engaging with both busy professionals who prefer quick text exchanges and those who want more in-depth phone conversations.
The RTA Store team can reach customers where they are – on their phones – on the channel they prefer, which is vital for a business focused on customer satisfaction.
One of the key benefits RTA Store has seen from implementing SMS is the ability to re-engage customers who have gone silent.
“A lot of times people get way too busy to answer the phone or an email,” Michela says. “So text is a really good way for us to reach out and just get an update.”
This has been particularly useful for following up on design proposals or price quotes. Michela notes that customers often feel more comfortable providing honest feedback via text, whether it’s about pricing or design preferences.
Moreover, the SMS touchpoints help RTA Store qualify leads more effectively. “We need to make sure that we are qualifying customers,” Michela explains. “We could spend hours and hours on a design and building orders, but we need to make sure that the customer is actually qualified.”
“We need to make sure that we are qualifying customers. We could spend hours and hours on a design and building orders, but we need to make sure that the customer is actually qualified.”
– Michela Bracich, Marketing Operations and Zoho CRM Manager, The RTA Store
RTA Store has built several automated workflows using Sinch’s SMS API and Zoho CRM. These include:
“Half the time, we don’t even have to touch the SMS unless it’s a reply,” Michela says. This automation has allowed RTA Store to scale their personalized communication, sending over 68,000 texts in 2024 alone.
As RTA Store continues to grow, they’re finding new ways to incorporate SMS into their customer journey. A recent initiative involves following up with customers who have purchased samples but haven’t yet placed a full order.
“We send a text saying, ‘We’d love to know what you thought about our Aspen white shaker sample. Did you want another kind of sample? How can we assist you?'” Michela explains.
For other companies considering implementing SMS, Michela’s advice is clear: “Go for it. It’s a really good way to interact with your customers on a more personal level. Not everyone is super into email or wanting to always talk on the phone.”
By embracing SMS as part of their multi-channel communication strategy, RTA Store has created a more responsive, efficient, and customer-centric experience—proving that even in the world of DIY, a little digital help goes a long way.
“It’s a really good way to interact with your customers on a more personal level.”
– Michela Bracich, Marketing Operations and Zoho CRM Manager, The RTA Store
The RTA Store is a family run business that believes in value, trust, and sincere customer service. Getting to know each customer and helping them get the kitchen of their dreams is a point of pride for The RTA Store.
Customer
The RTA Store
