In the landscape of Italian fashion retail, Doppelgänger confirms a reality dynamic and attentive to innovation, with an omnichannel model that unites over 100 boutiques single-brand on territory nationwide and e-commerce international.

The desire to strengthen relationships with customers and to optimize the flows of sales, both online and offline, has pushed the brand to explore new solutions of direct communication.

A campaign dedicated to Sales Winter 2025, focused on customers with greater value in the last six months, to incentivize repurchases and increase the traffic at physical stores.
A campaign of reactivation of dormant customers, designed to stimulate the interest of users enrolled in the loyalty program but inactive, through an offer exclusive e a path personalized.

In both the initiatives, the strategic use of WhatsApp as channel conversational has allowed to obtain rates of response very high, conversions concrete e a impact positive on customer experience. A approach direct, human e measurable that has brought results beyond the expectations.

Campaign Sales 2025: +30% receipt average e ROAS X30.5

Revolved to top clients online, this campaign has generated over 61.000€ of turnover with only 2.000€ of investment. The 60% of the orders si è moved from digital to point store physical, confirming the effectiveness omnichannel of contact via WhatsApp.

The campaign aimed a stimulate the repurchase from by of customers with the most highest value of report recent, based on behavior online in the last six months, proposing incentives targeted under form of discounts exclusives. A other goal central was foster the return in store physical, encouraging the traffic to the boutiques through a approach multichannel.

Finally, it aimed a strengthen the communication direct between brand e customer, leveraging the familiarity e immediacy of the channel WhatsApp for establish a dialogue personal and effective.

Goals

Repurchase by customers with better customer lifetime value (last 6 months online), through discounts.
Also encourage drive-to-store, to bring more customers back to the stores.
Improve communication between company and customer through direct contact on WhatsApp.

Strategy

The campaign was structured on an automated conversational funnel via WhatsApp, tailored to Doppelgänger’s tone of voice. The key element was sending a promotional message to the top 20,000 customers for CLV in the last 6 months online, accompanied by exclusive discounts.

Customers were able to interact directly with the initial message, choosing to view promos, request more information, or locate the nearest boutique.

Results in brief

The numbers confirm the effectiveness of the initiative:

Turnover generated: €61,791 with an investment of only €2,000
ROAS: 30.5x – one of the highest ever recorded by the brand in direct marketing efforts

Total orders: 850, of which:

463 in boutiques (over 60% of online users converted offline)
Average receipt increase: +30% over chain average

Posts:

13381 beds with 68% open rate
2150 clicks, more than 10% of the total on submissions with a very high CTR

KPIs in detail

Turnover Generated: With a modest investment of €2,000, the brand generated a total turnover of €61,791 through e-commerce and boutiques. The Return on Advertising Spend was 30.5x, an extraordinary figure that represents one of the highest values ever achieved by the brand.
Total Orders: 850 total orders were recorded, of which 463 were placed at the physical boutique. This figure shows that 60% of customers activated online chose to shift their mode of purchase from online to store.
Increase in Average Receipt: The action resulted in a 30 percent increase on the average receipt over the chain average, a key indicator of the value added provided by the campaign.

Insight from the users

The campaign generated considerable spontaneous engagement. The response messages received from users were positive, showing enthusiasm for the promotions and gratitude for the personalized service. Some examples:

“Thank you! I will go tomorrow to my store in the Balduina neighborhood.”

“Very kind Elisa, thank you for informing me. I will definitely stop by the boutique.”

“Thanks Elisa, I’ll drop by.”

These responses testify not only to the good reception of the promo, but also to the the effectiveness of the communication in a natural and empathetic tone.

Dormant Customer Recovery Campaign: +21% reactivation and ROAS X21

Doppelgänger, with this campaign, decided to focus on a second strategic front: to recover the relationship with those customers who, although enrolled in the loyalty program, had not interacted with the brand for a long time. A segment that is often overlooked but has high potential if stimulated in the right way.

The goal was twofold: on the one hand, to to rekindle interest through a personal and direct message, on the other hand to incentivize an active return, proposing an immediate and visible benefit: access to the Gold status of the Doppelgänger loyalty program.

To do so, the company once again chose WhatsApp as its preferred channel. Using Spoki’s conversational technology, a personalized message was sent to nearly 3,000 selected customers. The simple but curated text proposed an immediate upgrade with three exclusive benefits:

15% fixed discount on all full-price products;
Free shipping on all orders for the entire 2025;
Ability to access Platinum status by participating in new brand initiatives.

The communication included a direct call-to-action, with links to explore products and locate the nearest boutique, facilitating both online purchase and return to the store.

Goals

The goal of this second campaign was to reactivate a significant portion of the inactive user base, i.e., customers who were enrolled in the loyalty program but had not made purchases or interacted with the brand for some time.

Specifically, the campaign aimed to:

Resume contact with dormant customers through a direct and personal channel.
Incentivize the transition from standard to Gold status in the Doppelgänger loyalty program.
Increase the average customer value in the long run by offering exclusive benefits to returning buyers.
Bringing some of the dormant users to physical stores, strengthening the brand’s omnichannel presidium.

Strategy

To achieve these goals, Doppelgänger activated a conversational campaign on WhatsApp leveraging the Spoki infrastructure, with a trigger message designed specifically for the selected target audience.

The following have been identified 2,992 dormant customers of the loyalty program. The initial message, personalized and consistent with the brand’s tone of voice, communicated the opportunity to become Gold customers, obtaining:

15% fixed discount on all full-price products;
Free shipping on all orders for the entire 2025;
Upgrade to Platinum membership through purchases and participation in in-app challenges.

The message included a direct call-to-action to get the immediate upgrade and receive benefits, accompanied by a link to explore the products or locate the nearest boutique.

Results and KPIs

The campaign achieved positive performance, demonstrating the possibility of reactivating dormant customers with a targeted message and a concrete offer:

Users contacted: 2.992
Users reactivated (response on WhatsApp): 633 → 21,15%
Reactivated users who purchased: 70 → 11,05% of those reactivated
Physical boutique purchases: 55.71% of customers reactivated with purchase
Average order value: €90
Turnover generated: €6.300
Total investment: €300 (for 3,000 items)
ROAS: 21x

The combination of economic incentive and direct messaging made possible a response rate of more than 20 percent and a decidedly high return on investment for a customer reactivation campaign.

Conclusions

The integration of conversational technology and omnichannel vision enabled Doppelgänger to transform two different campaigns into complementary levers of relationship, loyalty and conversion. Thanks to Spoki, the brand was able not only to increase sales during a crucial time like the 2025 Winter Sale, but also to recover dormant customers, enhancing their potential through a long-term offer and personalized communication.

In both cases, WhatsApp has confirmed itself as a strategic channel capable of:

Activate immediate and engaging interactions;
stimulate purchasing, both online and in boutiques;
Generate measurable performance with high ROAS;
Provide a direct, empathetic experience consistent with brand values.

These results solidify Doppelgänger’s brand reputation and confirm the validity of the conversational approach as a fundamental asset for relationship-oriented marketing actions. The dual experience conducted with Spoki now forms a solid basis for new initiatives, capable of reaching different audiences with precision, relevance and operational simplicity.

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