Customer Marketing & Support: Switching to a Messaging Focus
Traditionally, TEDi relied heavily on print marketing. Yet, as competition in the discount retail sector intensified, the company recognized that building digital relationships and engaging customers through messaging was critical to staying ahead. Rather than focusing solely on acquiring new contacts, TEDi set out to strengthen customer support, grow its database, and foster long-term loyalty.
To achieve this, TEDi embraced digital channels such as Google’s Business Messages and Facebook—leveraging them to generate high-quality contacts, re-engage existing ones, and deliver personalized experiences, all while maintaining cost efficiency.
This case study explores how TEDi successfully transformed its marketing and customer engagement strategy through messaging.
TEDi’s 3 Messaging Pillars
1. Answer Pre-Purchase Questions via Google’s Business Messages
Business Messages is a new platform that enables consumers to connect directly with brands—and even specific store locations—through Google Maps and Local Search. Shoppers can easily ask product or service-related questions in a natural, conversational way, just as they would when chatting with friends or family. On the other side, businesses can respond seamlessly, addressing pre-purchase questions, building trust, and ultimately accelerating the path to purchase.
Customers are first greeted with a welcome message that offers a set of preselected questions to automatically resolve common FAQs. They can also type in their own queries, which are matched against Airy’s pre-written answers. If no relevant answer is found, the conversation is seamlessly handed over to a human agent.
Within the first month, TEDi received and automatically resolved a large volume of pre-purchase inquiries—most of them centered around product availability. As TEDi understands, responding to these questions quickly and efficiently is critical to converting interest into sales.
All conversations are centralized in a single inbox, regardless of the store location where they originate. This setup allows TEDi’s support agents to manage and respond to incoming messages in a coordinated and consistent way.
Google’s Business Messages is just one of several tools Airy employs to help clients like TEDi better serve their current customers while building lasting relationships with new ones.
2. Use Facebook Messenger to Reach and Retain Local Target Customers
TEDi launched its first major Facebook initiative with the goal of reaching the right audience at the right time. The campaign employed a mix of targeting strategies, including:
The ads appeared in potential customers’ news feeds and promoted Messenger-only deals. When an ad was clicked, a messaging window—automated by Airy—opened to capture contact details for future communication.
To ensure transparency, users were required to actively opt in to receive future TEDi newsletters, creating a positive customer experience. This explicit double opt-in process was noteworthy, as Facebook itself praised TEDi for being the first company to implement such a setup on Messenger.
The Results
In just 10 days, TEDi’s newsletter campaign generated 4,038 ad clicks and 2,752 newsletter subscriptions. Of the contacts acquired, 97% were German women aged 20 to 65.
These results laid the foundation for TEDi to run data-driven Messenger campaigns—announcing nearby store openings, seasonal promotions, and special offers—tailored precisely to its target demographic.
The performance of the first newsletter campaign was especially strong:
- 86% Messenger newsletter open rate (2,752 contacts reached, 2,375 opened)
- 51% click-through rate (out of 2,375 opened messages, 1,210 clicked “Go to Catalogue”)
3. Promote New Store Openings via Messenger
Recognizing the potential of Messenger, TEDi set out to leverage the channel to promote new store openings and drive local, in-store traffic.
For each new store launch, TEDi managed and optimized click-to-Messenger ad campaigns. Drawing on insights from its earlier Messenger campaign, the company refined its targeting strategy to focus exclusively on women aged 20 to 65.
To ensure local relevance, ads were shown only to people living within—or who had recently been within—a 3-mile radius of the store.
Carousel ads featuring attractive product offers were launched, each including a “Learn More” call-to-action button. When clicked, a Messenger conversation opened, addressing people by their first names and providing additional details about the store opening.
From there, potential customers could choose from several options—such as “Show Deals” or “Store Directions”—to continue the conversation via Messenger. At this point, TEDi also captured their contact details for future engagement.
Results
Each campaign ran for 3 days with a budget of $56, reaching an average of 2,950 people and generating:
- 213 clicks
- 123 new customer contacts
- A very low cost-per-contact of $0.425
Further demonstrating the effectiveness of personalization, TEDi’s inbox quickly filled with customer replies to the automated messages. Shoppers not only asked practical questions (e.g., “How big is the new store?”), but also engaged warmly—sending numerous positive emojis.
About orders process
1.We provided TEDi with clear product information cards, enabling both sales staff and customers to access key product details at a glance.
2.We use individual inner packaging to ensure more accurate product quantities per carton.
3.shipping mark markings make receiving and pickup more convenient for customers. The safe, nail-free box design prioritizes the safety of warehouse workers and store staff during handling, while also being more environmentally friendly.
4.The palletized packing method keeps the goods neatly organized, maintains the integrity of the cartons, and better protects the appearance of the products inside.
We have a deep understanding of the unique requirements of chain stores, discount retailers, large supermarkets, major wholesalers, and leading importers. By closely collaborating with our clients, we not only support their immediate business needs but also contribute to their long-term growth. Our approach focuses on creating value at every stage—helping clients reach and engage more potential customers, optimize operations, and enhance their overall market presence. In doing so, we become a trusted partner in their success, growing alongside them and turning opportunities into measurable results.
