Perfumes, craftsmanship and made in Italy: the company Mine Perfume Lab stands for the production of handmade perfumes, one at a time and at the time of order, with natural fragrances and ingredients that guarantee the highest persistence.
The Ecommerce Consulting Group agency, Spoki’s official partner, worked with Mine Perfume Lab to create an alternative touchpoint to email marketing in order to increase purchase conversions on day offers such as Singles Day and Black Week in November 2023.
Thanks also to Spoki’s flexibility, the agency was able to test the retrieval of abandoned shopping carts via WhatsApp, with the aim of increasing their quantity.
Another goal, smarter customer care: customer care had to be optimised following numerous requests for perfume samples from the Mine Perfume Lab community.
The first step was the use of Spoki to create templates for WhatsApp messages sent automatically to customer requests and greatly reduced waiting times, considerably increasing the satisfaction rate.
In November 2023, 82 thousand new conversations were initiated, with a recorded turnover of more than 350 thousand, a threefold increase over the previous year, with +730 orders recorded.
During Single Day, the 2022 turnover stood at €29 thousand, while with the introduction of Spoki through the Ecommerce Consulting Group strategies, the 2023 result was €80 thousand, against a €4 thousand Spoki investment.
During Black Week 2023, the result was €100,000, doubled compared to 2022.
Theincrease attributed to the WhatsApp channel alone is €43 thousand with a ROAS x11 implemented within the entire purchasing process. WhatsApp has however indirectly contributed to increasing awareness, interactions and purchase conversions.
Another very positive figure is the 30% recovery of abandoned shopping carts attributable to Spoki, with an overall total increase in Open Rate and Conversion rates.
The Goals of Mine Perfume Lab
Mine Perfume Lab, already present and well positioned on various marketing channels, uses advertising and email marketing as channels to acquire and convert customers.
SMS messaging has also been tried in the past , but with mediocre results in terms of open rates and conversion to purchase. This is why the agency and company teams chose to test WhatsApp as part of Mine Perfume Lab’s operational marketing plan: the result was above expectations, with a read rate of 97% and a x11 on the overall ROAS across all activated campaigns.
The integration between Spoki and the Shopify platform
The WhatsApp marketing platform Spoki has been successfully integrated into Shopify, the perfect solution for anyone wanting to open an online ecommerce store. The connection between the platforms is extensively developed already by Spoki , which offers ready-made automated WhatsApp message templates, from order confirmation to abandoned cart retrieval.
This has allowed the checkout process to be simplified to the extreme, recording a higher % of customer satisfaction due to the more immediate, simple and intuitive assistance.
These results, achieved through the excellent advice of Ecommerce Consulting Group, led Mine Perfume Lab to make all previously tested automations evergreen.
Another remarkable fact is the very low perception of spam reported by users, thanks to personalised, timely and never excessive conversations.
This allowed the checkout process to be simplified to the extreme, with a higher % of customer satisfaction due to the more immediate, simple and intuitive assistance.
These results, achieved through the excellent advice of Ecommerce Consulting Group, led Mine Perfume Lab to make all previously tested automations evergreen.
Another notable fact is the very low perception of spam reported by users, thanks to personalised, timely and never excessive conversations.
Among the automated WhatsApp message templates ready with the integration between Spoki and Shopify, Mine Perfume Lab chose to use and customise the abandoned cart recovery message. The result? Carts recovered doubled, with the recovery rate rising to 30% thanks to Spoki and WhatsApp, compared to 15% for email.
Sales and Communication Flows
Through a few clicks, automations have led customers to reach the purchase of their desired productsfaster, to receive more responsive and comprehensive support, with little or no waiting time.
The WhatsApp channel, widely used in Europe, is a strategic channel to reach every member of Mine Perfume Lab’s vast community.
In the future, this will enable further customisation of the commercial offer, making it interactive, tailor-made and based on the needs of each customer.
Results obtained with Spoki’s WhatsApp Marketing
Now a summary of what Mine Perfume Lab achieved together with Ecommerce Consulting Group through using the Spoki platform during 2023:
- In November, 82 thousand new conversations were started, with a YoY of €100 thousand compared to €50 thousand the previous year. On Singles Day, the 2022 YoY was €29 thousand, while the 2023 YoY reached €80 thousand;
- the turnover attributable to the integration of WhatsApp with Spoki was €43 thousand, with a ROAS x11 and a total investment of just under €4,200 in 2023;
- received an increase of +730 new monthly orders;
- it achieved far greater results than SMS and Email in terms of opening and purchase conversion rates;
- brought the recovery rate of abandoned carts to 30%, doubling it compared to the result of emails;
- has decreased the rate of returns, already addressing any objections from the buyer on WhatsApp;
- it improved relationships with customers, customer care management and streamlined assistance processes;
- has integrated a new acquisition and conversion channel within its marketing strategy, so much so as to make the automations tested and described in this case study evergreen;
- it has improved relationships with customers and customer care management.
Given the excellent results obtained and the economic impact of the WhatsApp channel, the teams of Ecommerce Consulting Group and Mine Perfume Lab, accompanied by the customer successes of Spoki, are committed to implementing further sales and customer service flows with Spoki, to increase sales on other occasions and make the pre- and post-purchase experience even more effective.
CREDITS
Company: Mine Perfume Lab
Agency: Ecommerce Consulting Group
Agency Owner: Pasquale Corvino
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