Converse had set its sights on expanding its global presence, particularly in Latin America, and was in search of a marketing automation provider that would support the company as it introduced its shoes and clothing to new customers. Converse knew that personalized, scalable marketing programs would play a critical role in its efforts to connect with a larger audience.
Their strategy was a huge success. Live chat has proven to be an important growth tool for Converse Mexico, with 29% of the company’s marketing list now captured via Engagement Cloud live chat. More than a quarter of these contacts are now paying customers and represent 31% of total orders. What’s more, these customers show a greater propensity to buy, with an average purchase window of 13 days, compared to the established 19 days for customers who haven’t had the benefit of five-star live chat service.
Live chat has set an excellent foundation for Converse to further develop distinct customer cohorts that are ready for retargeting and marketing nurture programs. In addition, clear segmentation and implementation of an abandoned cart program have helped the team win over their newly acquired customers, with repeat purchase rates tripling just months after onboarding with dotdigital.
To quote the Converse team, “Who knew, a simple ‘¡Hola!, ¿En qué puedo ayudarte?’ could go such a long way?”
What’s also helped Converse accelerate its marketing strategy in the LatAm market is dotdigital’s position as a truly global provider of marketing technology. Visitors to the Converse Mexico website see live chat in Spanish, which means that no opportunity or key information is lost in translation — ensuring their shopping experience is elevated and relevant.
The Converse team benefits, too. With round-the-clock assistance from dotdigital’s Spanish-speaking support team, they can get all the answers they need as they build out their international footprint.
Converse has been continuing its quest to increase awareness in new markets by leveraging dotdigital’s multichannel solutions. Combining dotdigital’s segmentation features with decision nodes within the automation program, Converse has developed a plan to target only those customers who visited its website via Google Ads and Facebook Audience, allowing the team to engage relevant customers with truly personalized messages.
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