Trunk Club innovated a rich and complete approach to personalized messaging: conversational commerce. Stylists would not only help customers via chat, but would introduce them to products and facilitate conversions, all within the messaging workflow.
“Building a cross-platform messaging technology is expensive,” said Hughes. “We didn’t want to take that on ourselves. We searched long and hard for a partner and found a phenomenal one in Layer, which helped us build an awesome messaging and transaction experience.”
Messaging turned out to be a missing link for Trunk Club. Instead of waiting for a phone call or email, customers immediately connect with stylists online or via smartphone. “We used to live in a world where we could only reach 25 percent of our signups after a couple of weeks,” said Hughes. “Now we see up to 87 percent of members reach out and connect to us.” Because more customers connect to stylists, Trunk Club has become more efficient across the board.
Customers quickly establish relationships with stylists and express their personal preferences via chat, which in turn lets Trunk Club mail out customer orders in a single day instead of two weeks (the previous rate).
Funnel conversions have jumped up across the board, with substantial growth in connection rates, efficiencies, conversion rates, and response rates, and a drop in overall return rates.