Rainbow adopts Aurora intelligent messaging

  • April 19, 2023
  • William Payne

Customer engagement technology provider Aurora Mobile is providing one of China’s largest retail chains, Rainbow, with intelligent messaging services based on its JPush solution. The aim is to transition Chinese customers to omnichannel retailing.

Founded in 1984, Rainbow has been noted in China for its adoption of retail technology development and operations. With the development of new retail, Rainbow has been one of the first Chinese retail chains to transform a traditional retail model into an integrated online-to-offline smart retail model based on its strategy focusing on digitalisation, shopping experience optimisation, and supply chain.

JPush supports full message lifecycle query, enabling message funnel analysis and loss analysis in terms of different messaging platforms and channels. Based on real-time activity monitoring of active users, JPush provides Rainbow with post-message performance analysis and improvement suggestions to facilitate decision making.

The platform supports various message formats such as notification bar, large text, large picture, notification drawer, full-screen notification, feed, pop-up and customised formats, for the Rainbow app to push notifications to users.

JPush supports nine message models including custom messages, rich media messages, in-app reminder messages, short video messages and LBS messages, allowing messages to be fully customised to Rainbow users’ app usage habits. It supports various operating systems including Android, iOS, HarmonyOS, QuickApp and WinPhone, and is compatible with JPush channels, APNs (Apple Push Notification service), FCM (Firebase Cloud Messaging) and the system-level push messaging channels of various mobile brands such as Huawei, HONOR, Xiaomi, OPPO, VIVO, Meizu and ASUS.