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___ Case Study

How ManoMano Accelerates Growth Through Conversation

ManoMano
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ManoMano logo
iAdvize logo

The leading DIY and gardening marketplace
in Europe has been using the iAdvize conversational commerce platform since 2016 to advise its visitors via messaging on all website pages. ManoMano guides its customers on their buying journey as they peruse the 16 million products available on its sites in France, Italy, Spain, Germany, and the United Kingdom.

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CHALLENGE

Offer the Best Digital Experience When Purchasing Home Improvement & DIY Products

Founded in 2012, ManoMano has since pioneered the digitization of the European DIY & home improvement market. Its innovative approach to online customer care is changing the game for DIY brands everywhere. ManoMano is entirely digital, with e-commerce operations that boast an extensive product catalog and hard-to-beat prices for a clientele composed of both newbies to the DIY space and home improvement professionals.

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Entice potential and existing customers with a differentiated experience centered around the quality of their human support.
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Optimize ROI across the board through automation to decrease costs and increase online conversations to help boost revenue.
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From the start we thought that ManoMano should be a community-focused brand—connected to its customers, experts, and non-experts alike—in DIY and home improvement.
Matthieu-Pihery
Matthieu Pihery
VP of Commerce & International Growth at ManoMano
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SOLUTIONS

Humanize the Customer Journey
with Messaging

For ManoMano, it's crucial to accompany their customers through every step of their online journey, 
from their DIY project brainstorms to the final product and beyond. The brand achieves this using key features of the iAdvize conversational commerce platform:
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Independent, On-demand ManoMano Advocate Community

Manodvisors are true DIY & home improvement enthusiasts sourced and qualified because of their expertise on ManoMano products. They help online browsers through the iAdvize live chat, ensuring all ManoMano conversations are personable and supportive, as talking to an expert on DIY projects should be.

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An Efficient Expert Respondent Strategy That Maximizes ROI

Through a smart mix of iAdvize’s AI technology and independent expert respondent community, ManoMano automates and reroutes their online visitors’ shopping journeys to the perfect respondent. This can be a manodvisor, a chatbot, or a customer service rep based on customer need.

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An Omnichannel Communication Suite Centered on Third-Party Messaging

To facilitate a premium shopping experience, ManoMano offers
real-time personalized advice on both its B2C & B2B websites and through WhatsApp. To further enrich their customer experience and foster direct relationships across all its channels, the brand plans to implement in-app messaging.

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Conversation That Addresses the Environment

Consumer desires are shifting. With the climate crisis creeping to the forefront of peoples’ minds, many are now focusing on consuming more sustainably. ManoMano wants to encourage this shift as much as possible.


ManoMano has seen a spike of environmental-related topics, like renewable energy, in their conversations with customers. Thanks to its conversational strategy, the brand is able to educate its consumers on the climate crisis and environmentally friendly consumption alternatives.


The DIY industry has its fair share of technically complex products that aren’t necessarily great for the environment. ManoMano’s premium customer experience allows customers to seek advice on how to purchase only what’s necessary and complete DIY projects in the most sustainable way possible.

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We want to help our consumers make informed choices so that they can consume more respectfully for the planet.
Matthieu Pihery
Matthieu Pihery
VP of Commerce & International Growth at ManoMano
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RESULTS

Real-Time Advice That Satisfies & Converts
30%
increase in average add-to-cart rate
after a conversation
71 sec
average conversation length with a Manodvisor
88%
CSAT after a conversation with a Manodvisor
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For the future, we want to offer more responsible and sustainable alternatives, more transparency, and tailor-made answers according to the regions of the world and their needs. We want to increase the variety and personalization of advice in the purchasing process.
Matthieu-Pihery
Matthieu Pihery
VP of Commerce & International Growth 
at ManoMano