How Caleffi eCommerce boosted conversions by 65% with conversational marketing

About

Caleffi eCommerce is an Italian leader in home fashion. The company recorded a 57M Euro turnover in 2024. It operates exclusively in the Italian market.

Addressing low conversions despite high traffic

Caleffi eCommerce faced a critical challenge despite high website traffic. The volume of visitors did not translate into sufficient conversions. The company recognized a need to improve customer loyalty. Existing strategies lacked the personalization required to engage customers effectively. The team aimed to implement more reactive and tailored approaches. This was especially important during key sales periods.

Personalized conversational marketing drives Caleffi’s conversion

Caleffi eCommerce aimed to transform high website traffic into higher sales and stronger customer loyalty. The team sought to implement highly personalized and reactive communication methods, especially during critical sales periods. The core strategy involved integrating Connectif, their Customer Data Platform, with Spoki’s WhatsApp Marketing Automation capabilities. This setup was designed to efficiently onboard users onto the WhatsApp channel for direct, targeted engagement. The company ran a Fidelity Strategy flow. This automatically segmented 24,336 fidelity customers. The system distributed these contacts across 21 distinct locations. It processed 25,738 contacts immediately. The process identified 25,735 contacts as activable for further engagement. A dedicated Winter Sales campaign targeted 5,466 non-loyal customers. These individuals had shown interest in sales but had not completed a purchase post-holiday. The campaign sent 5,900 WhatsApp messages. These messages achieved a 93% open rate. For Black Friday, a campaign focused on converting fidelity customers. These customers had shown interest but had not yet purchased. The campaign reached 4,500 specific contacts. It effectively segmented 23.7% of the total contact base. This strategy led to the activation of 43% of the target audience. WhatsApp became a primary communication channel for the brand. This enabled the creation of a qualified database and precise audience segmentation. The platform supported scalable communications. It ensured high coverage and activation rates across targeted segments.

“Thanks to the project, we structured our database. We activated the right customers with targeted messages, achieving very high engagement.”

— Carlo Amadori, E-commerce Manager, Caleffi eCommerce

Conversational marketing drives 270% engagement growth and 32% sales

The implementation of conversational marketing greatly boosted customer engagement. Across all channels, engagement grew by 270%. This marked a big increase in how customers interacted with the brand. The company achieved a 65% increase in conversions. This outcome directly reflected the effectiveness of the personalized strategies. Spoki also contributed to a 32% rise in sales. These figures demonstrate a clear positive impact on the business’s top line. Campaigns delivered strong message performance. The overall interaction rate reached 60%. This shows high message deliverability and strong user receptiveness to the communications. The Black Friday campaign successfully activated 43% of its target audience. This approach generated more qualified traffic to the eCommerce platform. It also allowed for advanced audience and campaign segmentation. By integrating behavioral data with conversational channels, Caleffi eCommerce enhanced customer loyalty. The brand now delivers highly personalized and reactive strategies within the competitive home fashion sector.

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