communication that feels disconnected, generic or unclear. On Black Friday 2024, Sinch delivered over 800 million SMS messages, a 23% increase from 2023, with 99.99% uptime and enterprise-grade encryption. Spend, Spend, Spend The good news is that according to Sinch’s BFCM survey , 63% of European customers expect to spend more or about the same as last year, so distributor and reseller forecasters can take that into account when creating their 2025 sales predictions. Good news for those distributors and resellers using email as one of their methods of customer communication, Sinch’s survey found that email remains the leading engagement channel in Europe, with 58% of customers choosing it as their preferred way to interact with brands.
consumer that wants to limit privacy invasion, RCS messages are branded and verified, giving customers, and potential customers, a clear indication of the organisation that has sent the message.
Value, relevance, and transparency
To capture the Golden Quarter opportunity, Sinch’s BFCM survey highlights the importance of building an omnichannel strategy that gives consumers choice and reflects evolving customer preferences. While most Europeans (68%) are open to personalisation this BFCM, fewer than half (47%) will support it if the personalisation is relevant. Sinch’s survey found that most European respondents also want to hear about BFCM promotions through more than one channel, including 📣 Websites (36%) 📣 TV and radio ads (27%) 📣 WhatsApp (23%) The results signal that while trusted channels continue to anchor customer communication strategies, emerging technologies are steadily reshaping expectations. Anna Jäger, Vice President Marketing Europe, at Sinch, sums up best by stating that the value in AI is found when it adds value to CX (customer experience), commenting, “With 97 percent of brands planning to embrace AI, our BFCM findings show that while consumers are open to specific use cases, they still have reservations. Brands must focus on when and where AI truly adds value, and communicate that clearly. Value, relevance, and transparency are essential to building stronger customer 📣 Social media ads (28%) and 📣 SMS text messages (20%).
Anna Jäger Vice President Marketing Europe
sinch.com
63% of European customers expect to spend more or about the same as last year, so distributor and reseller forecasters
can take that into
Getting Rich with RCS 40% of European consumers say they’re likely to engage with brands through RCS (Rich Communication Services) this year. Business messaging with RCS enables organisations to offer customers content-rich messages with tappable buttons and offers interactive services, such as relevant maps for directions and order-tracking. Customers can be offered shopping options within the brand communication message and even checkout goods from their shopping basket. More good news for the sceptical
account when creating their 2025 sales predictions.
Sinch’s BFCM 2025 survey engaged 3,180 shoppers across the U.S., Canada, Germany, France, India, the U.K., Spain, Brazil, Mexico and Australia.
connections, not just automating processes or cutting costs.” n
47
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