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Success stories

How Takko Fashion drove high in-store traffic and conversion with WhatsApp
+82% uplift in in-store purchases per store per day during the promotional campaign in Italy*
7% in-store conversion rate during the promotional campaign in Italy*
5-digit monthly subscriber growth in total across Italy and Germany

Takko Fashion is a leading European discount fashion retailer with almost 2,000 stores in 17 countries. 

They were looking for a way to drive in-store visits in their retail stores and find a way to engage customers beyond app-notifications and emails marketing.

By partnering with charles and leveraging WhatsApp as a communication channel, Takko is able to create personalized customer interactions, drive foot traffic, and improve conversion rates—particularly in the price-sensitive Italian and German markets.

The challenge: 

How do you create meaningful connections with customers and drive sales in a highly competitive, fast-fashion retail environment?

Founded in 1982, Takko Fashion, has grown into a leading European value fashion retailer with a big offline presence. Their mission is to provide affordable, trendy fashion, for the whole family.

Their existing loyalty program is app-based, and engagement with email marketing has been declining due to oversaturation in customer inboxes.

This led to a few major challenges that the business wanted to address:

  • Increasing the frequency of customer store visits
  • Enhancing engagement beyond traditional email and app notifications
  • Avoiding channel conflict with their existing loyalty program
  • Seamlessly integrating WhatsApp into their existing CRM infrastructure

To overcome these obstacles, Takko needed a solution that would strengthen customer relationships, enable direct and personalized communication, and ultimately drive both online and in-store sales.

The solution: 

Partnering with charles, to implement WhatsApp as a new, high-value touchpoint for customers – enabling personalized, real-time communication that drives engagement and sales.

With charles' WhatsApp Marketing platform, Takko Fashion connects with customers instantly, delivering tailored promotions, announcements, and engaging content. Their current approach includes:

1. Market-specific approach in Italy and Germany:

  • Italy: With no existing loyalty program, Takko has introduced WhatsApp as a primary engagement channel, placing QR codes at checkout counters and offering a €5 discount for new WhatsApp subscribers.
  • Germany: Due to the established app-based loyalty program, Takko is currently collecting WhatsApp opt-ins via email and on the website, with a €5 discount available for new online and offline subscribers. New subscribers are also asked if they would like to be part of the Takko Friends loyalty program – hence creating a synergy between WhatsApp and the App-based loyalty program.

Takko 3

 

Website opt-in flow to collect new subscribers in Germany

 

Takko 1

 

Sign up flow for new subscribers in Germany, asking them to join the Takko Friends loyalty program

 

2. Combining offline and online customer journeys

  • Takko developed a barcode voucher system via WhatsApp, allowing customers to redeem exclusive in-store discounts simply by showing their phone at checkout.
  • WhatsApp is positioned as an alternative to email and app push notifications, ensuring that no customer receives redundant messages across multiple channels.

 

Takko Italy

 

Subscriber collection via barcode scanning in Italian retail stores

 

3. Personalized customer journeys

  • Customers subscribing via WhatsApp are enrolled in automated, personalized message flows, allowing Takko to segment audiences and deliver highly relevant promotions.
  • A/B testing is conducted to optimize engagement, ensuring the right messaging resonates with each audience segment.

 

Takko 2

 

Special offers sent to Italian customers based on collected preferences

The impact: 

charles x WhatsApp has helped Takko meet their goals for higher in-store visits and conversions in Italy, as well as improved customer engagement in Germany:

  • Italy:
    • Subscriber growth and high engagement rates: Takko has grown their subscriber base with more than 9k subscribers per month* via WhatsApp. They also experience high message open rates of 92%, and click-through rates (CTR) of 15% on average across all their campaigns.
    • Increased in-store purchases: they saw a massive 82% increase in in-store purchases per store per day during the duration of their promotional campaign*.
    • Increased in-store conversion: they had a 7% conversion rate of in-store shoppers during the duration of their promotional campaign*.
    • High return-on-ad-spend (ROAS): this promotional campaign* had a ROAS of 36.8x.

  • Germany:
    • Subscriber growth and high engagement rates: Takko has grown their subscriber base with more than 2k subscribers per month* via WhatsApp. They also experience high message open rates of 88%, and click-through rates (CTR) of 17% on average across all their campaigns.
    • True omnichannel approach: Using the customer's channel of preference, with low opt-out rates (0.2% on average), indicating strong customer acceptance.

 

*comparison was made on the basis of total sales / number of receipts per store per day calculated one week before the campaign and then during the week of the promotional campaign

*monthly subscriber growth numbers over 6 months in Italy and over 10 months in Germany

What's next: 

Integrating their CRM with WhatsApp to build seamless lifecycle journeys, event-based triggers and automations across channels.

WhatsApp proved to be an effective channel for in-store engagement, particularly in markets where loyalty programs were not already established. Moving forward, Takko plans to scale its WhatsApp strategy in Germany and expand the use of WhatsApp:
 
  1. Continue personalization and segmentation: as customers responded best to targeted promotions based on their preferences
  2. A seamless integration with CRM and loyalty programs: crucial for maximizing the value of WhatsApp marketing – across all channels including email and the loyalty app
  3. Lifecycle messaging beyond promotions: including churn prevention and re-engagement campaigns using time-sensitive communication and event triggers
 
Why charles?
 

There are four main reasons why Takko chose to work with the charles platform:

  1. Advanced personalization capabilities – charles' flow builder and segmentation features enable Takko to tailor messages based on customer data and preferences, ensuring a more relevant and engaging experience for each individual. This is a key differentiator compared to other solutions.

  2. Integration with Salesforce CRM – Takko operates in a complex omnichannel environment with a strong focus on their app-based loyalty program in Germany. charles' upcoming integration with the Salesforce CRM is crucial for ensuring a seamless customer experience and avoiding channel conflict. This integration will allow them to leverage customer data from other channels to personalize WhatsApp communications.

  3. Focus on driving business outcomes with tested playbooks – Takko was looking for a partner who understood their specific business needs and could help them achieve their goals of driving store visit frequency and customer engagement. charles' focus on measurable results and ROI, combined with the willingness to develop custom solutions, such as the barcode voucher system, is important for Takko.

  4. Easy-to-use platform and expert support – Takko has a small CRM team that needs smooth processes and a platform that is easy to use and manage. charles' intuitive interface and strong customer support allows them to quickly learn and implement the solution without requiring extensive technical expertise.

"When I looked at the possibilities with WhatsApp there were those companies that adopt a one-size-fits-all approach. But we wanted to do personalized, targeted communication, and to offer value via WhatsApp. And so when we started our journey and searched for possible WhatsApp marketing platforms, charles was more or less the only one that was relevant for us."

Tobias Stork, Takko

Tobias Stork

Head of E-commerce and CRM

 

Takko's collaboration with charles and the adoption of WhatsApp as a marketing channel has significantly improved customer engagement and in-store conversions. By leveraging WhatsApp's high open and click-through rates, Takko is able to enhance its omnichannel approach, proving that direct messaging can be a powerful tool in retail marketing.

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