When you understand which customers are worth more, how they buy and when to talk to them, WhatsApp stops being just a channel... and becomes your best salesperson.
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.
Turnover vs. previous year
Growth in recurring customers
Attribution by WhatsApp
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:
With Data4Sales we detected that the top 5% of customers (those with the highest Lifetime Value) could represent up to 75% of turnover.
Then the question became strategic:
How do we use WhatsApp to keep those customers coming back and buying more than once during the event?
That's why we work with FORUS on three key tactics, segmenting with precision and total focus on value:
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.
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.
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.
In events like CIBERLUNES where everything happens fast, the versatility and flexibility in the WhatsApp process via Data4Sales is a very important benefit for FORUS. I create a template now and in 10 minutes the message with the perfect offer comes out.
