Agent Provocateur’s WhatsApp Ménage à Trois
Fully embracing the power of messaging (see Concierge Commerce: Upgrading Customer Service and The Messaging Opportunity), British lingerie brand Agent Provocateur is offering couples personalised gift advice via group chats on WhatsApp as part of its Naughty or Nice Christmas 2016 campaign.
To get involved, couples simply have to add a number (+44 (0)7916969690) to their WhatsApp contacts. One of the brand's personal shoppers – or 'agents' – will lead the conversation by asking flirty questions to gauge both individuals' predilections, such as: 'Have you been naughty or nice this year?' and 'Are you two ready for a very hot Christmas?' The agent then recommends products from the brand's Christmas collection.
According to the brand, the concept was devised to take the stress out of lingerie shopping, and reduce the number of post-Christmas returns caused by men shopping alone for their partners and frequently guessing off the mark. The initiative, which was created in collaboration with London-based digital communications company Cult LDN, began on December 6 and will run until December 17 2016.
The initiative complements the release of an interactive video, accessed via Agent Provocateur's e-commerce site and social media channels, which stars British actress Juno Temple. Viewers switch between 'naughty' (considerably more adult) and 'nice' versions of the video by tapping their mobile screen or pressing the 'N' button, if using a desktop. See also Contextual Commerce and Personalising E-Tail.
For more on festive initiatives, see Christmas 2016: Digital Trends & Tactics and Christmas 2016: Pop-Ups, Services & In-Store Activations.