How Forus Increased Repeat Purchases by Making WhatsApp Its Flagship Channel

Once you understand which customers are most valuable, how they shop, and when to reach out to them, WhatsApp stops being just another channel and becomes your best salesperson.

FashionUruguay

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Clothing from Forus brands: Merrell and CAT

Cyber Monday+46%in revenue compared to the previous event

What We Achieved

+46%Revenue vs. previous year

+102%Growth in repeat customers

+15%Attribution via WhatsApp

Introduction

WhatsApp is the most widely used channel in Latin America

We use it to talk to family, friends, and—increasingly—brands. But getting in there isn't easy: if you do it wrong, users will ignore you or block you outright. If you do it right, you've got a conversion machine right at your fingertips.

That was the challenge (and the achievement) of FORUS, a well-known apparel brand focused on wellness and an active lifestyle. Led by its Head of Digital Channels, Luciano Panetta, the company set out to turn WhatsApp into the perfect channel for sales events.

The key? It wasn't about sending more messages, but about sending the right ones to the right people at the right time.

The objectiveBusiness Dates

WhatsAppTop Channel for Cyber Monday

1:1Messages based on each customer's value and purchase history

No more messages. Just the right ones.To the right people, at the right time.

Problem

A Cyber Monday for One-Time Shoppers

During CYBERMONDAY 2023, 73% of orders came from new customers (one-timers) and only 27% from repeat customers. This is a significant imbalance, considering that loyal customers:

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

Cyber Monday 2023 OrdersBy Customer Type

73% new customers (one-timers)27% repeat customers

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

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

The Question That Became Strategic

Strategy

WhatsApp isn't for spamming; it's for meaningful conversations

We worked on three key tactics alongside FORUS, segmenting the market precisely and with a total focus on value.

Tactic 01

Customized abandoned carts

Messages targeted only at those who abandoned their shopping carts and were most likely to make a purchase. A simple, direct message with a relevant offer: personalization increased the conversion rate.

Probability of PurchaseAbandoned Cart

Tactic 02

Repurchase during the event

We wanted the same customer to make two purchases at CIBER. We sent complementary offers based on what they had already purchased: if they bought shoes, we offered them clothing. Nothing generic.

Bought shoesReceives clothing

Tactic 03

Specific discounts by type of customer

We didn't send the same offer to everyone. A WhatsApp message shouldn't read like a brochure—it should sound like a real conversation. We used the available information to design relevant discounts.

Average ticket priceProduct typeLocationPayment method

Results

WhatsApp has become a real and profitable sales channel

15%

from the event's proceeds

were directly attributed to WhatsApp.

+102%

from repeat customers

growth vs. the previous CIBER.

+46%

total revenue

compared to the previous event.

Testimonial

“At events like CIBERLUNES, where everything happens quickly, the versatility and flexibility of the WhatsApp process via Data4Sales is a major benefit for FORUS. I put together a template now, and within 10 minutes, the message with the perfect offer goes out.”

Luciano Panetta, Head of Digital Channels, Forus

Success stories