Bricomarché: Strengthening customer loyalty with
API-driven omnichannel communication

Bricomarché operates a franchise network of both brick-and-mortar and online stores, offering an extensive range of home improvement, construction, garden, home furnishing, and DIY products. As the mobile application experienced rapid growth and local marketing initiatives expanded across franchises, the brand required a communication solution that was scalable, fast, and highly precise – fully aligned with the demands of an omnichannel marketing model.

Bricomarché’s extensive retail network required communication tools that could increase mobile app engagement, streamline marketing operations, and deliver fast, consistent, and personalized messages across all channels. The company sought a technology partner capable of providing an API-based omnichannel communication platform that enables precise targeting and supports fully scalable messaging.

How to increase mobile app user engagement

The Bricomarché team needed an effective way to activate mobile app users – driving purchases, encouraging regular logins, and increasing participation in the loyalty program. A critical requirement was a communication solution that enables efficient promotion of campaigns, special offers, and current deals. These messages often serve as the starting point of the customer journey, prompting users to explore app content and ultimately convert through in-app purchases.

Reaching customers across age groups and locations

One of Bricomarché’s core customer segments consists of shoppers in smaller towns, many of whom are middle-aged or older. For this audience, SMS remains the most trusted and fastest communication channel. The brand therefore required a stable and scalable SMS API delivery solution capable of reaching a broad, demographically diverse customer base without technical limitations or delivery delays.

Maintaining high email deliverability at million-scale volumes

A major challenge for Bricomarché was the reliable delivery of high-volume email campaigns, with peak sends exceeding one million messages. Maintaining consistently high deliverability required a robust infrastructure, advanced reporting capabilities, and cost optimization – ensuring email remained an effective and dependable communication channel.

Cost flexibility to support business growth

As the mobile user base expanded and marketing activity intensified, Bricomarché’s communication requirements grew accordingly. A key priority was implementing an omnichannel communication platform that could seamlessly scale with increasing message volumes while maintaining cost efficiency and allowing campaign parameters to adapt to the evolving needs of the business.

Effective API-driven omnichannel communication requires a cohesive ecosystem that seamlessly integrates multiple channels into a single, efficient, and scalable framework. Through its partnership with MessageFlow, Bricomarché built a robust messaging infrastructure capable of reliably handling multi-million message volumes.

Activating users through mobile push notifications

To increase engagement within the Bricomarché mobile app, the company implemented a push notification–based communication system delivered through MessageFlow’s infrastructure. Messages are sent both as one-off campaigns and as automated workflows, triggered directly from Bricomarché’s internal systems via the MessageFlow API.

By tailoring content to user needs and leveraging engaging visual formats such as graphic banners, push notifications effectively drive app traffic and improve conversion rates. Communication logic, segmentation, and send timing are fully controlled within Bricomarché’s own systems, while MessageFlow ensures reliable and timely message delivery.

Scalable infrastructure for SMS and email campaigns

In parallel, Bricomarché relies on MessageFlow as the delivery layer for SMS and email communication, designed to ensure high performance and reliability at scale. The Communications Platform as a Service supports the efficient execution of campaigns initiated from the client’s systems, regardless of message volume or campaign intensity.

Email API integration: full automation and high deliverability

A critical component of the collaboration was the integration of the Email API, supporting both transactional and marketing communication. Ensuring consistently high deliverability was essential, so that messages reach customers inboxes quickly and reliably, including placement in the primary inbox.

The solution handles very large volumes – averaging approximately 1.5 million emails per month – combining transactional notifications, such as registration confirmations and order status updates, with large-scale marketing campaigns sent to hundreds of thousands of customers. MessageFlow’s flexible Email API delivers speed, reliability, and full scalability, even at million-message volumes.

Advisory and technical support

Beyond infrastructure implementation, the partnership also includes ongoing advisory and technical support. This covers API campaign performance analysis and optimization recommendations, coordination with external providers, support with sender domain configuration and authentication, as well as continuous technical and strategic guidance.

The implemented API messaging infrastructure enables Bricomarché to operate a fully integrated omnichannel communication model. Mobile push notifications, high-volume SMS campaigns, and email communication are orchestrated within a single framework, with each channel deployed according to its functional strengths.

As the mobile application and loyalty program expanded, communication volumes increased significantly. MessageFlow’s API-driven communication architecture allowed Bricomarché to scale messaging operations efficiently, optimize costs, and continuously adjust technical parameters in line with evolving business requirements.

Full automation of SMS and email communication

Through API integration, SMS and email campaigns are fully automated, substantially reducing execution time and limiting manual involvement from internal teams. Advanced segmentation is managed within Bricomarché’s own systems, using criteria such as location, purchase history, and marketing consent status. This enables precise targeting, improves campaign effectiveness, and supports sustained growth in customer loyalty.

Mobile push notifications as a core engagement mechanism

Mobile push notifications have become a central component of Bricomarché’s app engagement strategy. Supported by structured personalization, controlled timing, and stable message delivery, this communication channel drives regular application usage, loyalty card activity, and timely responses to promotional initiatives. As a result, push notifications deliver consistently strong conversion performance while maintaining low opt-out rates.

A partnership focused on reliability, performance, and expertise

Bricomarché emphasizes MessageFlow’s operational reliability, responsiveness, and ongoing technical and advisory support. The partner’s proactive approach enables continuous optimization and ensures that communication processes can be adapted quickly as new requirements arise.

Delivering timely, context-aware customer communication

By combining the immediacy of SMS, the engagement capabilities of mobile push notifications, and the personalization potential of email, Bricomarché delivers coordinated, context-aware communication at the right moment in the customer journey. This API-led architectural approach directly supports higher engagement levels, increased purchase frequency, and sustained activity within the mobile application.

Summary of the MessageFlow–Bricomarché partnership

• Integration of communication channels within the client’s architecture: The integration of SMS, mobile push, and email APIs into a single, API-driven omnichannel communication ecosystem enabled Bricomarché to support both transactional messaging and large-scale marketing campaigns. Campaign logic, segmentation, and automation remain fully managed within Bricomarché’s internal systems and marketing automation tools, while MessageFlow serves as the delivery layer, ensuring reliable and consistent message execution across all channels.
• Increased mobile app user engagement: Precisely targeted communications – created and triggered directly from Bricomarché’s systems, with mobile push notifications playing a central role – have led to a measurable increase in mobile app engagement. These messages support regular user logins, active participation in the loyalty program, and timely responses to promotional initiatives.
• Consistent execution of API-driven omnichannel communication: The omnichannel model allows Bricomarché to orchestrate multiple communication channels within cohesive, business-specific scenarios aligned with its technological environment. In this framework, MessageFlow is responsible for efficient and dependable message delivery, fully aligned with the communication logic defined by the client.
• Greater control, scalability, and cost optimization: MessageFlow’s stable infrastructure ensures high email deliverability at million-message volumes, flexible adjustment of delivery parameters, and access to advanced analytics. Combined with the omnichannel approach, this provides Bricomarché with greater operational control, seamless scalability, and the ability to optimize communication costs as marketing activities continue to grow.