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Deichmann recommends shoes on Messenger and helps customers find the nearest Deichmann retail location

85%

Messaging CTR

30%

More purchases

23%

Decrease in cost per additional conversion

COMPANY

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.

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.

Product feed
Send personalized product recommendations based on zero party data shared in chat.

Direct message automation
Automate 1:1 conversations at scale on Facebook Messenger.

Paid & organic entry points
Click to Messenger ads and social posts. 

RESULTS

85%

Messaging CTR

30%

More purchases

23%

Decrease in cost per additional conversion

CHALLENGE

Deichmann's messaging strategy solves the major challenges fashion brands face with 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 Deichmann’s, who sold over 183 million pairs in 2019 alone. 

So how did messaging help eCommerce marketers at Deichmann 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

Deichmann offers one to one conversational journey across customer lifecycle

Here’s how Deichmann 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 point, plus owned and offlline 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 | Increase loyalty

with tailored and timely offers that grow sales and boost customer LTV.

DATA CAPTURE

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

Helping customers find the right shoes in chat 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 Messenger.

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Customer profile
Janette Barbely
First seen: September 20, 2022
Source: Click to Messenger Facebook ad

IMPACT

Deichmann achieves 85% messaging CTR and 30% more purchases with personalized offers on Messenger.

Deichmann achieved great results with their shoe finder assistant on Messenger. Using paid and organic entry points on Facebook, the company built a continuously monetizable audience by directing prospects into a one to one Messenger conversation. 

The Messenger bot engaged the audience by asking questions and recommending products dynamically in real-time one to one chat. This allowed Deichmann to collect customer signals and capture leads and retarget drop-offs without cookies. Using the customer data collected, Deichmann sends retargeting messages about personalized offers to drive continuous value. 

The Messenger bot enabled Deichmann to achieve: 

  • 85% messaging CTR 
  • 30% more purchases 
  • 23% decrease in cost per additional conversion 

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