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More first order via Messenger compared to ads that click to app
??%
Decrease in cost per first order
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More purchase via Messenger compared to ads that click to app
COMPANY
Pandora is the world’s largest jewelry brand with more than 2,400 concept stores in 100 countries.
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.
Retargeting messages
Send notifications to opted-in users for ongoing engagement.
Entry points
Click to Messenger ads, organic search, social entry points, owned and offline channels
RESULTS
??%
decrease in cost per conversion lift
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finished the conversation once they started it
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finished the conversation once they started it
CHALLENGE
Pandora'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 expect an effortless way to find products online that fit their needs and preferences.
With so many options available, finding the right jewelry can be overwhelming. Especially from a product catalogue the size of Pandora’s, the world’s largest jewelry brand.
So how did messaging help eCommerce marketers at Pandora connect with their audiences and guide them to find the perfect gift?
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
Pandora engages jewelry shoppers with a one to one conversational journey across the customer lifecycle
Here’s an overview of the Pandora 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 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 offers to continuously drive app traffic and LTV.
DATA CAPTURE
Pandora captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Engaging and qualifying customers in chat with a guided experience helps Pandora 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 Pandora structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Customer profile
Janette Spiegelmann
First seen: September 20, 2022
Source: Click to Messenger Facebook ad
Source: Click to Messenger Facebook ad
IMPACT
Pandora increased revenue by guiding customers to the perfect gift on Messenger based on their style
Pandora launched an automated one to one Messenger experience to help customers find the perfect gift based on who they’re shopping for and jewelry styles. Guiding shoppers and recommending products dynamically in chat in real-time enabled the company to improve their CAC and conversion rates.
Using a Messenger bot, Pandora managed to reduce its huge inventory for customers, helping them find the right jewelry more easily.
The Messenger bot also enabled Pandora to build new audiences and activate younger customers on their preferred channel. Using the data shared in chat conversations, the company improved their personalization and managed to convert customers with offers tailored to their needs.
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