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Industry

eCommerce

Use case

Retention

Messaging channel

In-app messaging Journeys Mobile push notifications

Region

Europe, Middle East, Africa

About TAG Heuer

TAG Heuer, a renowned luxury watchmaker with a heritage dating back to the 1800s, is synonymous with innovation and avant-garde technology. With numerous patents in the watchmaking industry, TAG Heuer ventured into the modern era in 2016 with the launch of its first connected watch, the E1. TAG Heuer has since introduced several iterations, including special editions like the Golf Edition, and is now already on its fourth generation.

TAG Heuer has also developed a variety of fitness and sports apps for its connected watches, to engage users, provide value, and encourage watch sales.

Challenge

Merging TAG Heuer's rich tradition with cutting-edge technology is no easy feat. To do so, their team must effectively manage the lifecycle of hardware products while also incorporating agile software development practices. As Carlos Costa, Product Group Director at TAG Heuer explains, finding the right partners to support that ambitious growth is vital. They knew they needed a messaging solution to enhance user engagement, but their unique device and app ecosystem made finding the right fit tricky.

Carlos Costa
“Our ecosystem is quite complex. You have a mobile application on a phone, then you may also have a second device (the watch), and within that device, we offer multiple apps.”
Carlos Costa

Product Group Director, TAG Heuer

Originally, they wanted to focus communication on just the smartwatch, so they were looking for a solution that would allow them to target by device and unify user records across apps and devices.

Tag heuer challenge

Carlos Costa
“We needed to be able to identify a single user across multiple applications and devices at the same time — the fact that OneSignal supports this was key for us. After browsing all the available platforms, we contacted OneSignal and from there, it’s history because it went really well.”
Carlos Costa

Product Group Director, TAG Heuer

Solution

Although the partnership was initially driven by the need to communicate with users of their free golf application, over time, TAG Heuer extended OneSignal's usage across their entire ecosystem.

Carlos Costa
“We’ve now extended our usage to a lot more than the first need. We use OneSignal with the entire ecosystem of connected watches to make sure we’re engaging users at the correct time to accelerate feature adoption and behaviors that we believe enhance the experience of the watch to ensure users are happy.”
Carlos Costa

Product Group Director, TAG Heuer

Implementation

Targeted communication

TAG Heuer utilized OneSignal to send push notifications and in-app messages, ensuring timely and relevant communication with users. By targeting users based on their behavior and engagement patterns, TAG Heuer was able to guide them through the ideal user pathway, driving retention and engagement.



User segmentation

OneSignal's ability to group users by device and synchronize user data across multiple apps was crucial. This allowed TAG Heuer to personalize the app experience to each user, ensuring that promotion offers and conversion opportunities were perfectly timed within each journey.

OneSignal's Amplitude integration also made it easy to unify their existing tech stack and leverage invaluable customer data to target user cohorts and personalize their journey based on real-time engagement.

Behavioral triggers

TAG Heuer implemented complex messaging flows to engage users based on specific ideal actions. For example, new users received notifications encouraging them to try different watch faces within the first day, significantly improving long-term retention.

Results

Increased conversion rates

Implementing targeted notifications led to a conversion rate of 48%, doubling their previous conversion rate.

Successful marketing campaigns

A notable success was the launch of a special edition golf watch. TAG Heuer used push notifications to drive pre-signups, resulting in 17% of all signups coming from app notifications, despite the app representing only 5% of the contact base.

Targeted communication

TAG Heuer has maintained a low unsubscribe rate of just 0.8% for push notifications, demonstrating the effectiveness of their non-intrusive communication strategy.

Future plans

TAG Heuer aims to further optimize its communication strategy using A/B testing to determine the best timing and messaging for notifications.

OneSignal has played a pivotal role in TAG Heuer's journey to modernize its brand while staying true to its innovative roots. The partnership has enabled TAG Heuer to effectively engage with its users, enhance its connected watch ecosystem, and achieve impressive conversion and retention rates. OneSignal's quality of service and ease of use have been instrumental to its success, making it a key component of TAG Heuer's growth strategy.

Carlos Costa
“You guys deliver what you promised, which is rare. You’re very performant, and whenever we’ve had a need for support, you’re very reactive, which is something that’s a deal breaker to me. So the fact that the quality of the service is very good, what we’re doing is performing very well, and the platform is easy to use — these are all strong suits that I would recommend about OneSignal.”
Carlos Costa

Product Group Director, TAG Heuer

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