ShoeBeDo: 4x Order Increase Through Personalized Viber Communications

01 Challenge

Increasing engagement and conversion with on-demand shoppers

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02 Solution

Adding a new communication channel and utilizing Portal features

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03 Result

Heightened customer engagement with an initial 4X increase in orders

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Client profile

ShoeBeDo is a Croatian footwear shop known for its urban and wide selection of well-known brands such as Vans, Adidas, Nike, Dr. Martens, Pepe Jeans, Replay, ART, Reef, Timberland, Skechers, Palladium, Havaianas, Happy Socks, Keds, Reebok, Converse, Lacoste, Diesel, New Balance, Hunter, EMU and other. They have 21 stores across Croatia and Slovenia, a growing e-store.

Challenge

ShoeBeDo shoppers are young urban people who follow trends and know what they want. Used to getting information instantly, they use modern and more personal channels for communication (Messenger, Viber), react quickly and want their brands to be available on the go.

As a brand with a traditionally personalized approach to consumers, ShoeBeDo puts a lot of effort in awarding loyalty, both in-store and online. Currently the ShoeBeDo Club has over 210,000 members.

To provide exactly that ShoeBeDo needs to continuously improve engagement of on-demand shoppers through their loyalty program along with increasing the conversion rate of campaigns targeted to ShoeBeDo club members.

In addition, they also must cater to today’s customer habits and meet the communication expectations of the on-demand shopper.

Solution

To achieve more personalized communication with loyal shoppers and keep the level of service that meets expectations of the audience, ShoeBeDo decided to add a new communications channel that shoppers are accustomed to using in their daily lives – Viber.

This enabled sending rich messages with appealing content and CTAs designed to increase conversion rates. Since ShoeBeDo has a large loyalty base, and not all use Viber or prefer communication over Viber, other channels for promotion (like email) and branding (social media) are also used. In the future, email will be used as a failover option to Viber messages.

ShoeBeDo’s web form is connected with the Infobip Portal over People API which enables proper customer base segmentation and extensive campaign management and optimization made possible by Portal features - such as campaign template creation and analytics.

One of the key elements of the solution, in addition to the Portal and channels, is a dedicated Infobip Account Manager whose role is to support campaign creation and optimization and also help with internal processes optimization

Result

Adding Viber as a communication channel proved to be the right choice to engage the modern shopper. The Viber campaign sent over Flow reached more than 70,000 shoppers, which was 46% of ShoeBeDo's loyalty base at the time of the campaign.

Following the succesful Viber campaign, ShoeBeDo's e-store saw 20 times more web visitors and a 4-time increase in orders, when compared to a period when Viber campaigns were not active. The number of Viber messages recipients remains stable.

Connecting to the Infobip Platform enabled us to meaningfully connect with our customer base. Direct, personalized communication through a reliable partner made all the difference for our outreach programs, resulting in higher conversions and impacting our bottom line.

Vlasta MilinaPR & Marketing Manager, ShoeBeDo