- Success Stories
- Messenger
- Deichmann
MESSENGER
Deichmann
Making a mark with an automated conversational experience for Messenger
BRAND
PARTNER
THEIR STORY
Footprints around the world
Headquartered in Germany, Deichmann is one of Europe’s largest footwear retailers, with outlets in 29 countries. The company considers digital innovation a priority and has invested heavily in online sales and Messenger-based conversational commerce solutions.
CTR for the Messenger experience
more purchases
decrease in cost-per-additional conversion
THEIR GOAL
Moving closer to customers
Given its sizable Facebook following and large volume of customer queries, Deichmann decided to launch an automated communication channel where people could ask questions about the brand and receive personalized product recommendations.
Putting its best foot forward with Messenger
Deichmann used the conversational commerce platform from Spectrm to design, launch, and optimize an automated Messenger experience named the Virtual Shoe Assistant. The automated flow used the Quick Replies feature for faster responses, as well as photo carousels to showcase products and provide customers with recommendations based on their preferences.
People were then sent to the relevant product page on the Deichmann website to complete their purchases. If any customer query was too complex, the conversation would be automatically handed over to the Deichmann customer care team.
To promote its Messenger-powered digital assistant, the foot retailer ran a campaign of Facebook ads that click to Messenger. The ads showcased the value of the Messenger experience and highlighted how the conversation could help shoppers explore the range of shoes Deichmann had to offer.
THEIR SUCCESS
A step closer to success
After running a conversion lift study, Deichmann earned the following results:
- 85% click-through rate for the Messenger experience
- 30% more incremental purchases than business-as-usual campaign of link ads
- 23% decrease in cost-per-additional conversion for campaign that included ads that click to Messenger
“Meta and its business messaging solutions are key to Deichmann’s digital transformation efforts. Thanks to the magic of automation, we have been able to adopt conversational commerce for our own needs and guide our customers through an engaging shopping journey. We have seen an increase in sales and have plans to expand the use of Messenger to other areas of our business.”
