FORUS | Success Story

Introduction

WhatsApp is the most used channel in LATAM.

We use it to talk to family, friends... and, increasingly, with brands. But getting in there is not just any old thing: if you do it wrong, the user ignores you or blocks you. If you get it right, you have a conversion machine in your hand.

‍

That was the challenge (and the achievement) of FORUS, a well-known clothing brand focused on wellness and active life. With the help of its Head of Digital Channels, Luciano Panetta, they set out to turn WhatsApp into the perfect channel for commercial dates. The key? Not to send more messages, but to send the right ones . the right onesto the right people at the right time.

‍

Problem

During CIBERLUNES 2023, 73% of orders were from new customers (one-timers) and only 27% from repeat customers.

‍

A significant imbalance, considering that loyal customers:
‍

They spend more
They have confidence in the brand
Already in your base
And you can offer just what they need
‍

Using Data4Sales, we found that the top 5% of customers (those with the highest lifetime value) could account for up to 75% of revenue.

‍

So the question became a strategic one:

‍
How can we use WhatsApp to encourage those customers to come back and make more than one purchase during the event?

Strategy

WhatsApp is not for spamming, it's for talking with intent.

‍

That's why we work with FORUS on three key tactics, segmenting with precision and total focus on value:

‍

‍

Customized abandoned carts

‍

Targeted messages were sent only to those who left carts and were more likely to purchase. Personalization increased conversion rate: simple, direct message with a relevant offer.

‍

Repurchase during the event

‍

We wanted the same customer to buy twice at CIBER. For this, we sent complementary offers according to what they had already purchased. For example: if they bought shoes, they were offered clothing. Nothing generic, everything was designed to make them feel that the message was for them.

‍

Specific discounts by type of customer

‍

The same offer was not sent to everyone. We use the available info (average ticket, product type, location, payment method) to design relevant discounts. A WhatsApp can't look like a brochure: it has to sound like a real conversation.

‍