How Agency Horizon Boosted Drive-to-Store for a Well-Known Optics Brand with WhatsApp and Spoki

Context

Agency Horizon Comunicazione aimed to improve communication with its clients and to optimize the presence in physical stores of a well-known Optics Brand. The collaboration with Spoki and the adoption of WhatsApp as the main communication channel represented a significant turning point for achieving business objectives. This change has allowed the company to strengthen the relationship with customers, ensuring greater participation and interaction thanks to a simple and intuitive software platform.

The Challenge

Horizon needed to provide its client with a Conversational Marketing platform that was both effective and functional. Other communication channels such as SMS, emails, and even flyers were not sufficient to achieve the set business objectives.

One of these was to increase traffic to physical stores and recover inactive customers. Furthermore, it was essential to improve interaction and communication with the customer, leveraging a communication channel not widely used among companies like WhatsApp. The challenge was to find a way to engage customers in a more personal and direct way, using technologies that allowed for bidirectional and immediate communication.

The Solution

Using Spoki, Horizon implemented sending automated messages on WhatsApp to inform customers about promotions and events at points of sale. The WhatsApp campaigns allowed to understand the Open Rate of communications, included defined and measurable call-to-actions, with the possibility of sending media and tracking interaction metrics. This solution allowed to create a direct contact with the customer, significantly increasing the response rate and engagement.

Spoki was the first choice for direct marketing with WhatsApp and currently the only one.

Drive to Store: Physical Stores at the Center

Spoki has proven to be fundamental for the “Drive to Store” strategy, bringing customers directly to physical stores. WhatsApp messaging campaigns have promoted exclusive offers and invitations to special events, encouraging customers to visit retail outlets. This has allowed Horizon to bring the physical store back to the center of marketing strategies, significantly increasing footfall in the client Brand’s stores. The ability to send personalized and timely messages has 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 approximately 70,000 messages per campaign, monitoring metrics such as open rates, message engagement rates, and abandoned 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 has allowed Horizon to scale and speed up the achievement of results. The bidirectionality of communications has improved interaction with customers and has allowed for further refinement of segmentation and content personalization. This dynamic approach has increased the conversion rate and improved the recovery of inactive customers. The ability to send targeted and personalized messages based on customer behavior and preferences has made it possible to create a continuous and meaningful dialogue with the target audience.

Results Obtained

• The use of Spoki has been expanded from one store to 12 stores over 4 months.
• Increase in sales in physical stores: One store recorded a 28% increase in turnover in February, 10% in March and 15% in May during the campaigns.
• High ROI and ROAS: with a budget of 25,000€, the company obtained a significant ROAS, confirming Spoki as an investment with immediate and direct ROI.
• Lead Increase: Lead Generation campaigns were launched and achieved remarkable results.
• Increase in 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 an increase in budget for Spoki and a multiplication of its use across all their stores. The “Drive to Store” strategy will continue to be central, with the aim of further increasing traffic to physical stores and improving interaction with customers. Spoki is confirmed as a key element for the success of Horizon’s marketing campaigns, thanks to its ability to create a direct and personalized dialogue with the customer, also using the new features available.

Conclusion

The synergy between Horizon and Spoki, with the strategic use of WhatsApp, has led to remarkable results in terms of footfall in physical stores, 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 keep up with the times and offer an unprecedented customer experience.

Credits
Agency: Horizon Comunicazione

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