Engaging a  loyal fanbase  with  intelligent  and  culturally relevant  conversation 

Apéro Label 👗

PROJECT INFO

One of Australia's fastest growing fashion labels

Apéro Label is a boutique Australian fashion brand with a fanatic online following across Instagram, Facebook, and TikTok. While Apéro stocks their products at resellers, they do the vast majority of their business online. As a result, maintaining a consistent and reliable digital customer experience is paramount.

Over 2019, Apéro worked with bot•hello to build a chatbot that could serve their online community and while building trust with new customers.

PAIN POINTS

Building trust through convenience and functionality

During the discovery phase, a number of automation opportunities were identified based on what customers were already asking Apéro through their Facebook Inbox. As with every client, we determined which of these opportunities would deliver the most value, and then built that functionality within Messenger.

Major pain points included an inability to efficiently find stockists/resellers, accessibility to company FAQs and outside-of-working-hours customer service.

SOLUTION

Using AI to scale relatibility

To capture the Apéro brand in chatbot form, it was important that users felt like they were speaking to a fellow Apéro customer. This was accomplished through the use of GIFs, emojis, and millennial shorthand. Specifically, GIFs with significant cultural relevance can be found throughout the bot.

Given the large number of features in the bot, ensuring that users could easily and accurately navigate was imperative. As a result, the chatbot utilises natural language processing to dynamically respond to free-text inputs asked by the user. Assuming the bots confidence threshold is high enough, it will respond with a one-to-one answer to the user question. However, in some instances, the user may have asked multiple questions in one message. In these scenarios, the chatbot responds to the user with a number of potential options in descending order of their given confidence threshold. This allows the user to dynamically select the answer that they were seeking.

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Intelligent responses

Users are able to query the bot using natural language phrases.

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Targeted mailing list

Apéro now have a hyper-engaged channel to send content directly to their customers.

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Shop catalogue

Through API integrations, users can browse Apéro's range.

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On-Brand GIFs

Culturally relevant GIFs were used to communicate to and entertain users.

Outfit finder

Users can find new outfits based on the event they have coming up.

Stockist finder

Users can find reseller locations across the country based on postcode.

OUTCOME
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NLP confidence response rate
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