Context
In a hyper-competitive and low-differentiation sector such as jewellery, Luca Barra stands out for the elegance of its steel jewellery, marketed through the company website and an extensive network of retailers throughout the country. In search of a more effective and personal communication approach, Luca Barra chooses Spoki to exploit WhatsApp as its main communication channel with its customers, aiming to optimise the customer journey and increase conversion rates.
Case Study
The adoption of Spoki allowed Luca Barra to innovate its communication strategy, integrating mass mailing of promotional and personalised messages such as birthday greetings with dedicated discounts. The effectiveness of this new tactic was immediately evident: targeted communications based on customers’ behaviour and previous purchases generated a significant increase in open rates and conversions, strengthening the bond with their audience and improving engagement and brand loyalty.
Original Goals
Luca Barra’s goal was to improve all performance indicators of his business, while creating a close-knit and loyal community with whom he could build a more direct, authentic and valuable relationship.
Implementation and Integration
The integration of Spoki’s APIs into Luca Barra’s CRM system and eCommerce strategies allowed for agile and customised campaign management, taking advantage of WhatsApp’s advanced features to engage directly and interactively with customers. Spoki’s ease of use, combined with the ability to automate the sending of relevant messages, made this solution ideal for the company, raising the level of communication and interaction with customers.
Results Achieved
The strategic use of WhatsApp via Spoki has brought Luca Barra measurable benefits
- 30-40% increase in communication open rate;
- 7-8% increase in conversion rate, clearly exceeding the performance of traditional newsletters, which reach 1 – 2%.
Questi risultati hanno confermato l’efficacia di un approccio più personale e diretto nella comunicazione con i clienti.
Conclusion
Luca Barra’s experiment with Spoki in the jewellery sector demonstrates how innovative and personalised communication, as well as more authentic communication via WhatsApp, can turn into a successful model that can be applied to different areas of business. The company not only significantly improved its KPIs, but also strengthened its relationship with customers, confirming the importance of direct and meaningful interaction for the success of its business.
CREDITS
Company: Luca Barra Gioielli
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