Agent Provocateur is offering personalization in a feature called 'Ménage à Trois' for couples to speak with an agent and shop over WhatsApp
Messaging apps, such as WhatsApp, Facebook Messenger and WeChat are used by billions of people worldwide every day and are cemented as a regular part of a connected life. Brands have been making attempts recently to devise more sophisticated methods to connect with consumers through these messaging platforms. British lingerie retailer Agent Provocateur (AP), that recently launched their ‘Naughty or Nice’ campaign, has debuted a WhatsApp feature called ‘Ménage à Trois’ to allow couples to shop with their AP agents.
The WhatsApp campaign features a dual-sided interactive video that emphasizes the juxtapositions of the advertising. Through a three-way group chat in WhatsApp an AP agent will advise couples whether to choose naughty or nice items from the Agent Provocateur Christmas collection. The goal of the communication is to drive customers to make an in-store purchase by giving personalized advice that suits their personalities.
Agent Provocateur’s innovative campaign is in response to the demand for personalization that consumers are demanding. Worldwide consumers are becoming more comfortable interacting with brands on messaging apps and sophisticated brands know that it is crucial to be where their customers are. With over a billion users, WhatsApp is an incredible source of potential customers for any brand. The messaging app provides a more intimate form of communication that works well with Agent Provocateur’s brand ethos.
While messaging apps present an exciting platform for brands to interact with their audience, the platform does have its downsides with regards to metrics. It is difficult to measure the impact of communications with this channel compared to the rich data you have when dealing with social media metrics. The term ‘dark social’ has been attributed to the difficulty of measuring the impact of campaigns on messaging apps.
The hurdle that Agent Provocateur will need to get over is being able to communicate in a personal and authentic manner to earn the right to share the space on messaging apps that has historically been reserved for friends and family. To join the Ménage à Trois, add the number 07916969690 and an AP Agent will be able available to chat with you and your partner.
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