Adolfo Domínguez is using WhatsApp
The Spanish fashion brand moves towards a younger target, answering customer enquiries on the instant messaging channel.
A pioneer in adapting to the exacting demands of the digital market, Adolfo Domínguez continues to innovate in its bid to offer a 360 shopping experience. In September, it launched a mobile app for iPhone and Android which has already reached 18,700 downloads. Now, the fashion brand is again showing how important it is to make the customer the focus of its overall strategy, this time by incorporating WhatsApp.
With more than 110,000 followers on its main social network, the company has become the first Spanish fashion retailer to use the instant messaging channel to answer customer enquiries online. The test phase for the new WhatsApp service, which global names in luxury like Cartier, Armani and Diesel are already using to promote their products, was a resounding success, dealing with 50 enquiries in two weeks and chosen as finalist in the «Best Customer Service eCommerce» at the eAwards.
Adolfodominguez.com customers have a range of direct contact options. An e-mail to email@example.com is currently the most popular, receiving more than 10,000 enquiries in Spanish, Portuguese and English. This is followed by its freephone number 900 333 717, which answers 8,500 calls in Spain, and its international number 902 333 717. Finally, around 800 private messages are answered on Facebook and Twitter.
Facebook has a monthly average of more than 6,500 interactions (including likes, shares and comments) and more than 1,300 new “Likes”. For Twitter, the figures are over 500 and 680, respectively. Spain and Mexico are the countries with the highest engagement on social networks.
Adolfodominguez.com has grown 1021% since 2011, when the designer’s daughter Valeria Domínguez took over the initiative in a bid to boost the brand’s e-shop. It now operates in 22 European countries, reached Mexico at the end of 2014 and will make its US debut in the forthcoming weeks.
Its eCommerce, which already operates in 22 European countries and has just arrived in Mexico, has been given fresh impetus by the launch of a mobile application which improves shopping experience with an à-la-carte service to complement visits to physical stores and vice versa.
The APP enables customers to scan their favourite garments in store, keep them in their shopping basket for later or buy them online and decide where they want them delivered. The geo-location tool also finds shops nearby and even offers a map with directions to get there. In future, it should also be able to locate garments in particular shops.
In line with the new social shopping eco-system, it offers chance to make up and share your wishlist and has a section with user reviews of garments. Free and already available for iPhone, the Android equivalent will also soon be operative.