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Deichmann Messenger Chatbot Boosts Shoe Sales

The Deichmann Facebook Messenger bot, built with Spectrm, drives sales by personalizing product recommendations and helping customers find store locations for their favorite shoes.

Messaging channel: Facebook Messenger

Language: German

Drives Traffic

Increases Sales

Lowers Acquisition Costs


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


Social messaging

Automate 1:1 conversations at scale on Facebook Messenger.

Retargeting messages

Send personalized retargeting messages that drive action.

Conversation analytics

Optimize your customer journey with step-by-step funnel data.

The Challenge: Convert eCommerce Shoppers with Personalized Recommendations from a Huge Product Catalogue

Consumers want a convenient and effortless way to find the 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 Deichmann’s, who sold over 183 million pairs in 2019 alone. How can an online and in-store retailer convert more customers by making it easy to find the perfect pair for them?

Deichman faces three major challenges:

Volume of different products. Deichmann has a huge product catalogue, which can make recommending the right shoe very difficult at scale.

Quantity of stores. Some people want to try shoes on in-store first. But Deichmann has a huge number of stores across Europe and finding a store location close by can be difficult.

Lack of insights. Deichmann needs to capture insights on customer preferences before they can recommend products that convert.

The Solution: A Shoe Finder Chatbot on Facebook Messenger

The solution was an eCommerce chatbot on Facebook Messenger that personalizes shoe recommendations for shoppers. After clicking a click to Messenger ad on Facebook and Instagram, shoppers are asked a few simple questions about their shoe preferences.

Using Spectrm’s eCommerce product feed integration and dynamic product recommendations in chat, Deichmann is able to easily recommend the most relevant products that convert. At scale to customers all over Europe.

Deichmann also used Spectrm to segment customers based on their preferences and automatically retargeted any drop-offs with personalised re-engagement messages. This drove higher eCommerce conversion rates by retargeting them directly in Facebook Messenger.

Deichmann also integrated a store feed in order to help customers find the store near them that had the products they wanted in stock.

Deichmann is now able to offer a highly personalized shopping experience at scale on Facebook and Instagram.

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