Engage and convert fashion shoppers with one to one conversational commerce experiences on Messenger
Here’s the messaging playbook Deichmann uses to achieve:
- 85% messaging CTR
- 30% more purchases
- 23% decrease in cost per additional conversion
What you'll learn in this playbook
- Best practices for conversational commerce experiences on Messenger
- What an ideal customer journey looks like
- Ways to structure conversational data
- Segmenting customers for one to one retargeting
- How to grow your messaging audience faster
CHALLENGE
Messaging 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.
Especially younger generations, who want to be engaged and activated on their preferred social channels.
Fashion shoppers also find it overwhelming to go through huge product catalogs. That’s why reducing inventory with personal offers is key for fashion brands.
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.
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
CUSTOMER JOURNEY
Nurture an ongoing relationship with each of your customers based on their individual preferences to increase lifetime value.
Here’s an overview of what the customer journey looks like from start to finish for this messaging playbook. It’s a best practice example from one of our customers.
It shows you how to send audiences into the messaging channel, 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 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
Now that the steps of the customer journey are clear, let’s look at the type of customer data that is captured at each step.
ONE TO ONE PERSONALIZATION
Capture zero party data in a privacy-safe channel to improve your customer profiles, segment audiences, and reach them directly.
Engaging and qualifying customers in chat with a guided experience helps you capture zero party data on their preferences. You can use this to personalize your buyer journey in real-time.
Below is an example of how to structure the data from chat so you can build audience segments to re-engage customers one to one with push notifications from the messaging app.
This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Customer profile
Janette Barbely
First seen: September 20, 2022
Source: Click to Messenger Facebook ad
Source: Click to Messenger Facebook ad
Segments you build in messaging channels can be continuously monetized over time. Kind of like email marketing, except that comparison doesn’t due the performance of messaging channels justice.
Re-engagement messages on messaging apps have open rates of around 80% with 25-45% CTR on average depending on the level of personalization.
Compare that to average email performance and you start to see why messaging can drive such a big revenue impact.
SUCCESS STORY
Deichmann achieves 30% more purchases by launching a shoe finder shopping assistant on Messenger
Deichmann recommends the perfect shoes based on preferences on Messenger and helps customers find the nearest Deichmann retail location.
85%
messaging CTR
30%
more purchases
23%
decrease in cost per conversion
Deichmann launched an automated shoe finder assistant on Messenger. They used Click to Messenger and social posts to build an audience and direct prospects into a one to one chat in Messenger.
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 sent 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
Once you’ve proven the impact, how can you scale it?
SCALE
Grow your messaging audience faster by scaling entry points and channels.
Messaging playbooks help to quickly validate messaging as a revenue channel for your business.
Once you’ve validated the impact of your use case, you can start scaling this to new channels and growing your audience faster by introducing new entry points.
Here’s an overview of how you can connect with customers where they are, in the high intent moments that matter.
Talk to a specialist about growing your sales with conversational commerce
See how marketers use messaging playbooks to grow revenue.
37% total app install rate
Proximus drives app installs with a paid campaign on Instagram, then boosts retention with recurring notifications sent before each Belgium game during the 2022 World Cup.
INCREASED IN STORE SALES
Rewe delivers targeted promotions to grocery shoppers on their preferred messaging app to grow repeat sales and increase LTV.
3.2x incremental ROAS
Zalando increases engagement by sending offers in private Messenger DMs during live shopping events.
10x more high payers
GSN Games grows revenue 10x compared to BAU by converting less active app users into Messenger.
94% CTR to landing page
Omio increases ticket sales and engagement by automating their FAQs on Instagram.
6x more first orders
Uber Eats increases app acquisition efficiency with personal offers sent privately on Messenger.
30% more purchases
Deichmann recommends shoes on Messenger based on preferences and budget.
-59% cost per conversion
Beliani inspires new customers with recommendations for their personal style on Messenger.
3x higher CTR
Volkswagen books test drives for their new electric vehicles by guiding customers to find their ideal car.