As consumers increasingly shift to mobile device shopping, retail and e-commerce businesses are leveraging Rich Communication Services (RCS) to engage customers directly through native messaging apps on smartphones, which boast high open rates of 98% or higher. RCS for Business allows even small retailers, like the independent bookstore and café Common Grounds, to effectively reach and interact with customers, offering special promotions and personalized content to drive foot traffic and online sales. By utilizing RCS features such as location pins, event calendar integration, and personalized book carousels, businesses can enhance customer loyalty, increase commitment to events, and expand their online presence, ultimately fostering long-term success by meeting customers on platforms they are already using.