Drive fashion sales by scaling personalized social commerce experiences on Messenger with live shopping events
Here’s the messaging playbook Zalando uses to achieve:
- 3.2x incremental ROAS
- +5 pts awareness uplift among Gen Z
What you'll learn in this playbook
- Best practices for live shopping social commerce 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 live shopping and repeat engagement.
It’s hard to turn live shopping events into actual sales. Customers can lose interest in the blink of an eye and leave the event.
Especially when they don’t find the answer they want and get lost among the many comments during a live shopping event.
Due to constant privacy updates, social media platforms also lack data tracking capabilities, making it more difficult for brands to retarget customers.
Live engagement
Increase engagement with your live shopping by making it simple and effortless to interact with the event.
Signals
Collect customer signals to improve personalization and increase order frequency with hyper relevant offers.
Audience growth
Build new seed audiences that grow with each event and activate younger customers on their preferred channel.
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 and organic entry points on social, your website, and owned channels.
2 | Engage & qualify
users to understand their individual needs and notify on day of event.
3 | Convert users
by sending personalized products in DMs to every customer that engages.
4 | Send notifications
to opted-in users on their preferred messaging app for ongoing engagement.
5 | Increase loyalty
with tailored offers and events to 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
Elena Flick
First seen: September 20, 2022
Source: Facebook Live Event Fall 2022
Source: Facebook Live Event Fall 2022
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
Zalando achieves 3.2x incremental ROAS and +5 pts awareness lift among Gen Z with Spectrm
Zalando increases engagement and incentives shoppers to connect on Messenger by sending personal offers in private DMs to customers who react during their live shopping events.
3.2×
incremental ROAS
+5 pts
awareness uplift among Gen Z
64%
shopping request comments
Zalando increased engagement with live shopping by making it simple and effortless to interact with the event via messaging.
The company sent special offers to each customer who reacted during their live shopping event in a one to one Messenger conversation. This allowed Zalando to not only engage their prospects but also grow a continuously monetizable new audience.
The campaign was a big success among customers as 64 % of comments were shopping requests despite the new format.
The Messenger conversations enabled Zalando to collect valuable insights voluntarily shared by customers about their shopping preferences and habits. Using the zero party data, Zalando provided customers with ongoing personalized offers.
As a result, Zalando achieved:
- 3.2x incremental ROAS
- +5 pts awareness uplift among Gen Z (2x above norm)
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 converting live shoppers with conversational social commerce.
See how marketers use messaging playbooks to grow revenue.
50% of users converted
BMW raises awareness of its electric vehicles by offering online quizzes through Messenger
37% total app install rate
Proximus drives app retention and revenue per user with recurring notifications on Instagram.
Increased in store sales
Rewe Grows In-Store Sales With Digital Flyers Via Private DMs on Instagram
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.