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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.