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Case Study
How Parmigiani Fleurier Utilized Text Message Marketing to Create a Luxury Sales Funnel
Size
1-35 Employees
Industry
Luxury Watchmaker
Locations
Fleurier, Val-de-Travers, Switzerland
Customer Since
2018
15%
Conversation Growth Rate
18.6%
Click-Through Rate
Features Used
Updates 🔘 Form Data Capture

Description

Parmigiani Fleurier dates back to 1996 when it was founded in Switzerland by brand patriarch, Michel Parmigiani, after decades of working in the timepiece industry. Parmigiani Fleurier was founded on the intention of being a brand rich in expert craftsmanship, at the cutting edge of watchmaking. Forged from modest beginnings, Parmigiani Fleurier has grown to become a staple in the luxury timepiece market, with partnerships ranging from Hermes to Bugatti.  

Overcoming Intermediary Channels

As a luxury watch marker, it is essential for Parmigiani Fleurier for provide a VIP experience to all its customers. While social media and email are the most common channels of use, their messages tend to feel generic and impersonal. Widespread adoption, ever-changing algorithms, and a barrage of marketing makes it back-breaking for a brand to stand out. Text allows brands to break free and foster brand loyalty by engaging with their customers on a personal, 1 to 1 level. With SuperPhone, Parmigiani Fleurier was able to use text message marketing to create a luxury sales funnel for their clientele. Using Instagram, Facebook, and Twitter at the top of their funnel, they are able drive interested clients to their data capture form, to collect information, and then match them with the appropriate associate all through text. This allows Parmigiani Fleurier to deliver a luxury showroom experience right to their phone. 

“SuperPhone enables us to meet the demands of an ever growing mobile-oriented market in a qualitative way. The data from SuperPhone can improve and personalize the customer journey by providing very helpful insights about the behavior of our clients.”
Claudio Gonzalez – Digital & Media Manager
Leverage social media to drive engagement
Parmigiani Fleurier uses their social presence to attract potential clients with an inbound approach. By posting their number across all social channels, interested clients are now presented a channel to be more direct with the brand. After completing their data capture form, potential clients can then be matched with an associate to assist with finding them a luxury piece that they will carry forever.
Keep your clients updated on new products at scale
Being a luxury watch maker, clients hold the brand to a standard of excellence and personal touch. More personalized experiences build stronger relationships. Parmigiani Fleurier provides this at scale with personalized broadcasts to update clients about new products and upcoming releases. Inquires are then responded to from by a brand representative to close sales.