The Challenge
The company wanted an interactive and engaging way to recommend gift ideas for Valentine’s Day, as part of its overall digital campaign.
In previous campaigns involving Facebook Messenger, the firm’s social managers and Sales Associates had been swamped by the need to manually respond to customers’ inquiries.
Especially for such a premium brand, customers needed to feel that their questions and concerns were properly considered and promptly handled. The iconic jewelry retailer learned how it could strengthen its brand through a groundbreaking, conversational marketing solution.
The Solution
Quiq’s Conversational AI (CAI) platform provided the solution for both prompt handling of customer interactions and a way to recommend gift ideas.
The retailer leveraged Quiq to design and deploy a conversational shopping feature on Facebook Messenger that made personalized gift recommendations for customers. At Quiq, we know customers who engage in guided sales assistance are up to 4x more likely to convert than unassisted visitors.
Quiq’s unparalleled technology became a key component of the jeweler’s marketing campaign for Valentine’s Day. Users began the conversation by visiting the retailer’s Facebook page or searching its brand name within the Messenger application. Through either route, they were then engaged by Quiq’s intelligent chatbot.
Users were able to shop for products online at the retailer’s website or find the nearest physical store within the automated chat experience, through a window that pops up from Messenger. If they had a question, users could ask the automated agent directly with free text queries.
They were also prompted by the Quiq intelligent chatbot to take a brief quiz for discovering the perfect gift. It asked if the gift is for the user or someone else, the gender of the recipient, and the price range.
When those questions were answered, the Quiq automated agent suggested an appropriate gift. The recommendations are made from a group of products selected by the retailer for that gender and price window.
The consumer could also choose one of the recommended products for herself or himself, and send a pre-Valentine’s Day text to another Messenger user with the message:
“Hint hint … This is at the top of my wish list.”
A link and image of the chosen gift were automatically dropped into the message—a welcome change from the multi-step process of copying and sending links.
In addition to reducing staff time through this innovative gift recommendation, the Quiq smart conversation technology also helped relieve the burden placed upon customer service during this busy season by efficiently and accurately handling FAQs.
The Results
By tracking the performance of this and other interactive approaches, Quiq’s Conversational AI platform allows marketers to create custom experiences based on consumer behavior, and to target social ads more effectively as a means of acquiring customers.
Once users entered the experience, they were highly engaged:
- 50% of users who started the quiz completed it and received a gift recommendation.
- Of those users, 33% clicked on a product link.
- This led to a 40x return on ad spend (ROAS).
- The automated chat had an 85% satisfaction rating, according to a Quiq survey, indicating users loved getting product recommendations in this way.
You read that right: 40X Return on Ad Spend (ROAS)
The retailer is receiving recognition for its dedication to creating innovative digital campaigns. Forbes magazine even called the jeweler a leader “among luxury jewelry and watch brands when it comes to digital competency,” noting that its “brand-driven strategies performed above the average throughout their digital channels.”
