How Horizon Agency Boosted Drive-to-Store for an Optical Brand with WhatsApp and Spoki
Content
Context
Horizon Comunicazione aimed to enhance communication with its clients and optimize the presence in physical stores for a renowned optical brand. The collaboration with Spoki and the adoption of WhatsApp as the main communication channel marked a significant turning point in achieving business objectives. This change allowed the company to strengthen customer relationships, ensuring greater participation and interaction through a simple and intuitive software platform.
The Challenge
Horizon needed to provide its client with an effective and functional conversational marketing platform. Other communication channels such as SMS, emails, and even flyers were insufficient to meet the set business goals.
One of these goals was to increase traffic to physical stores and recover inactive customers. Additionally, it was essential to improve interaction and communication with the client, using a communication channel like WhatsApp that is underutilized by companies. The challenge was to find a way to engage customers more personally and directly, using technologies that allow for two-way and immediate communication.
The Solution
Using Spoki, Horizon implemented automated message sending on WhatsApp to inform customers about promotions and events at sales points. WhatsApp campaigns helped understand the communication open rate, included defined and measurable calls to action, with the ability to send media and track interaction metrics. This solution enabled direct contact with the customer, significantly increasing response and engagement rates.
Spoki was the first choice for direct marketing with WhatsApp and currently the only one.
Drive to Store: Physical Stores at the Center
Spoki proved fundamental for the “Drive to Store” strategy, bringing customers directly into physical stores. WhatsApp messaging campaigns promoted exclusive offers and invitations to special events, encouraging customers to visit sales points. This allowed Horizon to bring the physical store back to the center of marketing strategies, significantly increasing foot traffic in the client’s brand stores. The ability to send personalized and timely messages helped create a more engaging and satisfying shopping experience.
Implementation and Integration
Horizon also used the CRM for data export and integration with Spoki to manage communication campaigns. The strategy included sending about 70,000 messages per campaign, monitoring metrics such as open rates, message engagement rates, and cart recovery via WhatsApp. This allowed for the automation of many processes, saving time and resources, and improving overall operational efficiency.
Tools Used
- Company CRM: for data export.
- Spoki: for sending and managing campaigns on WhatsApp.
- Google Ads: to promote campaigns and increase visibility.
A Two-Way and Transversal Solution
The integration between Spoki, WhatsApp, and the CRM allowed Horizon to scale up and accelerate results. The bidirectionality of communications improved client interaction and enabled further refinement of segmentation and content personalization. This dynamic approach increased conversion rates and improved the recovery of inactive customers. The ability to send targeted and personalized messages based on customer behavior and preferences created a continuous and meaningful dialogue with the target audience.
Results Obtained
- The use of Spoki expanded from one store to 12 stores in 4 months.
- Increased sales in physical stores: One store recorded a 28% increase in revenue in February, 10% in March, and 15% in May during the campaigns.
- High ROI and ROAS: with a budget of €25,000, the company achieved a significant ROAS, confirming Spoki as an investment with immediate and direct ROI.
- Increase in leads: Lead generation campaigns were launched and achieved remarkable results.
- Increased website traffic: thanks to promotional campaigns on WhatsApp, which encouraged customers to visit the site for more details on offers.
- Operational efficiency: reduced response times and improved lead management through process automation.
The Future
Horizon’s future plans include increasing the budget for Spoki and expanding its use across all their stores. The “Drive to Store” strategy will remain central, aiming to further increase traffic to physical stores and enhance customer interaction. Spoki is confirmed as a key element of Horizon’s marketing campaign success, thanks to its ability to create a direct and personalized dialogue with the customer, also utilizing new available features.
Conclusion
The synergy between Horizon and Spoki, with the strategic use of WhatsApp, led to remarkable results in terms of physical store attendance, communication efficiency, and improved customer interaction. This success story demonstrates the effectiveness of adopting advanced technologies and a customer-centric approach to meet the needs of a competitive market. Horizon’s ability to continuously adapt and innovate has allowed the company to stay at the forefront and offer an unprecedented customer experience.
Credits
Agency: Horizon Comunicazione
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