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Deichmann nurtures their Instagram audience with private offers sent via DMs to grow ecommerce sales

More first order via Messenger compared to ads that click to app


Decrease in cost per first order

More purchase via Messenger compared to ads that click to app


Deichmann is the largest footwear and sportswear retailer in all of Europe. In 2019 alone, they sold over 183 million pairs of shoes across the globe.


Fashion & Apparel


Private loyalty offers and deals

Acquire new customers and increase customer LTV with coupons sent on messaging apps customers use every day.


Instagram quick reaction
Trigger one to one conversations from each Instagram Story with one click. 

Retargeting messages
Send notifications to opted-in customers for ongoing engagement.

Direct message automation
Automate your customer journey on Instagram to convert high intent buyers.

Entry points
Instagram story and other social entry points, paid ads, organic search, owned and offline channels.



decrease in cost per conversion lift

finished the conversation once they started it

finished the conversation once they started it


Deichmann's messaging strategy solves the major challenges fashion brands face with customer acquisition and loyalty program engagement

Younger generations expect to be engaged on their preferred social channel. But even with Deichmann’s massive follower base of 500k on Instagram, it’s not easy to drive actions on social that lead to actual purchases.

Customers might also feel overwhelmed with so many options available. Especially from a product catalogue the size of Deichmann’s, who sold over 183 million pairs in 2019 alone. 

So how did messaging help eCommerce marketers at Deichmann connect with their audiences on Instagram and turn them into engaged customers?

Cost per order

Reduce cost per first order in mature and growing markets with 1:1 social commerce experiences that qualify and convert users.

Customer signals

Collect customer signals to improve personalization and increase order frequency with hyper relevant offers.

Audience growth

Activate younger customers on their preferred channel and seed new high value lookalikes using offer campaigns.

Ongoing engagement

Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.


Deichmann engages fashion shoppers with a one to one conversational journey across the customer lifecycle

Here’s how Deichmann transformed their customer journey from start to finish.

It shows you how to send audiences into Instagram DM from Instagram Stories, 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.


Deichmann captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly

Engaging each customer in Instagram DM with a guided experience helps Deichmann 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 Deichmann structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Instagram. 

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Customer profile
Christina van Mauer
First seen: September 20, 2022
Source: Instagram Story reaction


Deichmann turned Instagram Story reactions into sales with Instagram DM automation

Deichmann launched a reaction campaign on Instagram Stories to direct prospects into a conversational commerce chat experience in Instagram DM.  

People who reacted to Deichmann’s Instagram story with a 👍 emoji had the chance to win a pair of sneakers while being automatically directed to a private conversation with the brand in Instagram Messaging. 

With the campaign, Deichmann managed to encourage their audience to take action and turned social media engagement into actual sales. 

What’s even better is that they triggered a one to one conversation via Instagram Messaging from every single reaction. This allowed them to build a continuously monetizable audience on Instagram. 

The story reaction campaign enabled a highly engaging use case and gave the company the opportunity to start building deeper relationships with every prospect who engaged with their IG Stories. 

Talk to a conversational specialist about Instagram DM automation

See how marketers use Spectrm to grow revenue.