8%
conversion rate from Messenger (4x higher vs website)
45%
avg. opt-in for recurring notifications
COMPANY
6thStreet is an omni-channel fashion e-commerce destination that offers high-street fashion & beauty brands.
INDUSTRY
Fashion & Apparel
USE CASE
Conversational commerce
Drive sales with one to one shopping experiences and product recommendations.
MESSAGING CHANNELS
SOLUTIONS USED
Click to Messenger ads
Take your Facebook ads to the next level with Messenger.
Retargeting messages
Send notifications to opted-in users for ongoing engagement.
Direct message automation
Automate your Messenger experience and convert a high intent audience
Entry points
Click to Messenger ads, organic search and social, owned and offline channels.
RESULTS
8%
conversion rate from Messenger (4x higher vs website)
45%
avg. opt-in for recurring notifications
CHALLENGE
6thStreet's messaging strategy solves the challenges fashion brands face with customer acquisition and making shopping experiences feel personal online
Consumers want a convenient and effortless way to find shoes that fit their needs and preferences.
But finding the right shoes is overwhelming with so many options available. Especially, from a product catalogue the size of 6thStreet.
As a result, prospects often abandon their carts without finalizing the purchase. This makes improving CAC and conversation rates a significant challenge for fashion brands.
So how did messaging help eCommerce marketers at 6thStreet connect with their audiences and guide them to find the perfect shoes?
Customer acquisition cost
Improve CAC and conversion rates by guiding shoppers and recommending products dynamically in chat in real-time.
Customer signals
Collect customer signals to improve personalization, capture 100% of leads, & retarget drop-offs 1:1 without cookies.
Audience growth
Activate younger customers on their preferred channel and seed new high value lookalikes using zero party data from chat.
Ongoing engagement
Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.
CUSTOMER JOURNEY
6thStreet engages fashion shoppers with a one to one conversational journey across the customer lifecycle
Here’s how 6thStreet transformed their customer journey from start to finish.
It shows you how to send audiences into Messenger from Facebook ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Acquire users
with paid ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert users
with personalized product recommendations based on zero party data shared in chat.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement and upsell them.
5 | Increasy loyalty
with tailored and timely offers that grow sales and boost customer LTV.
DATA CAPTURE
6thStreet captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Helping customers find the right shoes in chat with a guided experience helps 6thStreet capture zero party data on customer preferences. They use this to personalize the buyer journey in real-time and send personalized recommendations.
Below is an example of how 6thStreet structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Customer profile
Adrien Clark
First seen: September 20, 2022
Source: Click to Messenger Facebook ad
Source: Click to Messenger Facebook ad
IMPACT
6thStreet achieves more purchases with a shoe finder Messenger bot
6thStreet achieved great results with their shoe finder Messenger bot. Using paid and organic entry points on Facebook, they managed to build a continuously monetizable audience on Messenger.
The Messenger bot engaged the audience by asking questions about their style preferences and recommending products dynamically in real-time one to one chat. This allowed 6thStreet to collect customer signals and capture leads and retarget drop-offs without cookies.
Using the customer data collected, 6thStreet sends ongoing notifications with personalized offers to drive continuous value. This helps the company to increase customer LTV.
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