COMPANY
Breitling is a Swiss luxury watchmaker, known for its precision-made chronometers designed for aviators.
INDUSTRY
Fashion & Apparel
USE CASE
Conversational commerce
Drive sales with one to one shopping experiences and product recommendations.
MESSAGING CHANNELS
SOLUTIONS USED
Paid ads on Instagram
Send customers from your Instagram ads to your DMs.
Retargeting messages
Send Instagram notifications to opted-in users for ongoing engagement.
Direct message automation
Automate Instagram DMs and convert high intent customers.
Entry points
Instagram ads, Instagram reels, posts, and stories.
RESULTS
?%
decrease in cost per conversion lift
?%
finished the conversation once they started it
CHALLENGE
Breitling's messaging strategy solves the major challenges fashion brands face with customer acquisition and making shopping experiences feel personal online
It’s not easy to improve CAC and conversion rates when customers want a convenient shopping experience and expect to connect on a personal level with brands.
With fierce competition, it’s a significant challenge for fashion brands to keep their customers engaged. Especially for high-value items, where the purchase is a big decision and customers often need assistance to help guide them through the journey.
So how did messaging help fashion marketers at Breitling connect with their audiences and guide them to find the perfect watch?
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.
Ongoing engagement
Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.
Audience growth
Activate younger customers on their preferred channel and seed new high value lookalikes using zero party data from chat.
CUSTOMER JOURNEY
Breitling engages shoppers with a one to one conversational journey across the customer lifecycle
Here’s an overview of the Breitling customer journey from start to finish.
It shows you how to send audiences into Instagram DM from Instagram 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 and organic entry points from Instagram reels, posts, stories, and more.
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
Breitling captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Engaging and qualifying customers in a private Instagram conversation helps Breitling capture zero party data on their preferences. They use this to personalize the buyer journey in real-time and send a private offer.
Below is an example of how Beliani structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Instagram.
Customer profile
Thomas Erhard
First seen: September 20, 2022
Source: Click to Instagram DM ad
Source: Click to Instagram DM ad
IMPACT
Breitling improves conversion rates by automating Instagram DMs to help customers find their ideal watch
Breitling knew they needed to engage younger customers on their preferred channels. That’s why they launched an automated one to one Instagram experience to help customers find the perfect watch based on their needs.
The automated DMs helped the company improve conversion rates, with a wide range of customers interacting with the bot via Instagram.
As Breitling knew their audience was active on Instagram, they used entry points, such as Instagram ads, posts, and reels, to encourage engaged customers to make purchases.
Using the data shared in chat conversations, the company improved their personalization and converted customers with offers tailored to their needs.
Talk to a specialist about your conversational commerce use case
See how marketers use Spectrm to grow revenue.
50% of users converted
BMW raises awareness of its electric vehicles by offering online quizzes through Messenger
37% total app install rate
Proximus drives app retention and revenue per user with recurring notifications on Instagram.
Increased in store sales
Rewe Grows In-Store Sales With Digital Flyers Via Private DMs on Instagram
3.2x incremental ROAS
Zalando increases engagement by sending offers in private Messenger DMs during live shopping events.
10x more high payers
GSN Games grows revenue 10x compared to BAU by converting less active app users into Messenger.
94% CTR to landing page
Omio increases ticket sales and engagement by automating their FAQs on Instagram.
6x more first orders
Uber Eats increases app acquisition efficiency with personal offers sent privately on Messenger.
30% more purchases
Deichmann recommends shoes on Messenger based on preferences and budget.
-59% cost per conversion
Beliani inspires new customers with recommendations for their personal style on Messenger.