Boosting sales with messenger. Crew Clothing is a British-inspired and influenced by British casual-wear, sporting and yachting traditions. Specialises in casual wear, shoes and accessories for men and women. Crew wanted to engaged younger customers with a friendly gift-finding Messenger experience. Resulting in an impressive 47% of conversations resulted in sales.
Connecting with buyers
British lifestyle brand Crew Clothing was founded in 1993 on Devon’s south coast by ski and windsurfing devotee Alastair Parker-Swift. The first casualwear collection was based around Crew’s now-iconic branded rugby shirt, a style which has remained a staple in the brand’s collections ever since. In addition to an online store, Crew Clothing has 81 shops in cities and coastal towns across the UK. During the 2019 pre-Christmas period, Crew Clothing was keen to position itself as an ideal brand for gifting and to boost sales, particularly with the under-34 demographic.
Boosting sales with Messenger
Crew Clothing was ready to take an innovative approach to connect with younger gift-buying audiences, so it turned to Facebook Marketing Partner The Bot Platform to help create a fun and friendly Messenger experience.
When people started a conversation with the brand in Messenger, an animated character led them through a series of engaging questions that narrowed gift options down by gender, price and personal style. It was then easy for people to click through and make a purchase, once they had identified the perfect gift.
Shoring up sales
By bringing a sense of fun to its November–December 2019 Christmas campaign, Crew Clothing successfully engaged younger audiences and saw strong conversions from interactions with its Messenger experience:
- 47% of Messenger experience conversations led to a purchase
- 5X return on ad spend