The context
A brand of shoes and accessories with a lot of weight in Chile and a very strong identity marked by its owner Gianina Rodriguez.
Giani DaFirenze is a company that has been making shoes in its own factory in Chile for more than 10 years. They design unique pieces in the market, seeking not to rely on trends or seasonality.
Currently, they have two physical stores: Costanera Center Store and Parque Arauco Store, although their strongest sales channel is eCommerce.
But the Giani DaFirenze team had a great need: to know in depth who bought their products, how they did it and when. At the same time, they had the challenge of identifying how their customer base was distributed. This information would allow them to develop a very precise growth strategy, understanding how to achieve sales from each group of buyers, without wasting time and money.
To tell you about the process we went through with Giani, let's go back to CYBER June 2024.
"Data4sales has provided us with accurate information to understand who our customers are.
That information is key when putting together any kind of branding strategy. For us it was necessary to understand how our customer base is composed to see how we can reach more customers like them and build a project of collectors of the brand, meet budgets and objectives. As a brand we still have very ambitious goals, so with the Data4sales team we continue to work to see how we are going to meet them."
The challenge
During this month, the CYBER was celebrated, a big commercial date for Chile. But it was also the brand's anniversary, so there was an important opportunity for growth if the right strategy was developed. What we knew for sure, together with Giani, was that we had to generate impact throughout the month.
With the team, we set the goal of growing sales between 10% and 15% more than last year during the event. But this growth had to be in large part thanks to recurring customers, whose participation and average ticket we wanted to increase.
On the other hand, it was the perfect time to increase the Lifetime Value of this type of customer.
We know that customer development is more profitable than acquisition. Mainly because of the fact of having data. That is, to be able to know in depth the buying patterns and preferences and segment based on that information. The actions you take must be strongly linked to how each segment buys.
WhatsApp Marketing Strategy
Each communication channel has its own rules. But WhatsApp needs a little more care than the rest.
This platform should be used with high-value customers. That is, with buyers who have loyalty with your brand, generate recurring revenue, have a high average ticket and are profitable in the long term.
To identify and know in depth this type of customers, together with Giani DaFirenze we set up an audience in Data4Sales with the characteristics we needed to analyze. In it, we sought to understand the behavior of this type of customers and extract insights for action.
The audience was built with two key factors:
- The champions segment (built by the most valuable customers for the business)
- Customers with phone numbers (since we wanted to send via WhatsApp).
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The data that we would obtain from this audience would serve as a starting point for us to download the appropriate strategies.
For example, we identified that most of these customers were within the following groups:
- Frequent customers (They bought three times or more)
- Reconquered customers (They had stopped buying and were recovered)
- Inactive customers (They have not bought for some time)
On the other hand, we were able to detect at what time of the day it was convenient to send the messages of the campaigns, based on the seasonality of the audience built.
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With this information, we start to find opportunities. If most of the people within the audience are repeat customers, it means that they value Giani's product and service. This is the ideal time to provide not only an offer, but to make the customer feel special. On the other hand, we identified the use of discounts, delivery, cards and which products they usually buy.
All the data collected allowed us to generate a strategy via WhatsApp, through messages before, during and after the event.
Within Data4Sales, we generated two types of marketing actions:
- With the specific audience of valuable buyers.
- By flow of abandoned carts. That is, when a person leaves an abandoned cart, a message with a discount is sent to that person.
These flows were active during and after the event.
Previously, the select group of customers most valuable to the company would get a discount for being VIPS customers.
But it doesn't end there. During and after the event, we activated different message flows for VIP customers. When they abandoned a shopping cart, a message with an extra discount and free shipping was triggered to motivate them to complete the purchase.
The WhatsApp strategy allowed the brand to achieve conversion rates of over 16% and open rates of over 70%. Understanding and delivering what customers are looking for is essential for any type of campaign.
