Breitling is a Swiss luxury watchmaker, known for its precision-made chronometers designed for aviators.
Fashion & Apparel
Paid ads on Instagram
Send customers from your Instagram ads to your DMs.
Send Instagram notifications to opted-in users for ongoing engagement.
Direct message automation
Automate Instagram DMs and convert high intent customers.
Instagram ads, Instagram reels, posts, and stories.
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?
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.
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.
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.