Vonage solutions help Max Factory Group enhance customer engagement across WhatsApp, RCS, and SMS
Vonage, a part of Sweden’s Ericsson, reports that Max Factory Group, an Italian retail chain with 48 stores across seven regions, is integrating its Messages API via WhatsApp and Vonage Conversational Connect, a multi-channel messaging platform that enables brands to create, launch, and manage personalised campaigns, across WhatsApp, RCS, and SMS.
Prior to partnering with the company, Max Factory's marketing relied on printed promotional materials that, while familiar, offered little ability to connect with customers in a targeted or measurable way. Printed flyers were failing to reach customers, and campaign performance was difficult to track without the infrastructure it needed to support growth at scale.
"Vonage gave Max Factory the tools to reach our customers efficiently and securely via the messaging channels that resonated with them," says Giacomo Cinelli, Head of Marketing at Max Factory. "Vonage’s solutions allowed us to deliver personalised, targeted promotions directly to customers, and empowered our team to tailor content dynamically based on individual purchasing history, location, and preferences - capabilities that traditional advertising channels simply cannot match."
Centralised campaign management reduced manual workload and operational errors, freeing up time to deliver personalised experiences and exclusive promotions and ultimately strengthening customer loyalty and engagement. Max Factory also significantly reduced costs and environmental impact by replacing paper flyers with digital communications.
"Max Factory's transformation is a powerful example of what becomes possible when retailers move from one size fits all outreach to intelligent, personalised, and omnichannel communications," says Fredrik Gessler, Head of API Product Management at Vonage. "By leveraging the Vonage Messages API via WhatsApp and Vonage Conversational Connect, Max Factory was able to reach customers more reliably, engage them more meaningfully, and scale its marketing operations with unprecedented efficiency. This is exactly the kind of transformation we enable for enterprises around the world."
2026 RTIH Innovation Awards
Customer engagement will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
