Case Study

Sales Insights: Reactivation, Retention, and Acquisition with WhatsApp and Smart Segmentation

Pawal came from the B2B world and needed to understand the end customer. By segmenting buyers by state and using WhatsApp to re-engage inactive customers, he drove repeat purchases and acquired new customers. A case study told in the words of the person who made it happen.

PetsChile

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WhatsApp · Cyber41xROAS when reconnecting with previous Cyber customers

What We Achieved

+50%Sales growth in the industry

41xROAS from re-engaging with customers from the June Cyber event

60%Of Cyber's orders, 60% came from repeat customers

Introduction

From B2B to the end customer

Pawal is a pet product brand in Chile. It had previously sold to businesses, and the challenge was to understand how the end customer—who behaves very differently—makes purchases.

“We’re a relatively new brand; we come from the B2B world, and our main goal was to understand the B2C space. While there are people behind both industries, purchasing behaviors are very different, and the platform has been essential to this understanding.”

Iván, Pawal

Problem

Understanding the Customer and Taking Action Based on Data

The challenge: understanding B2C customer behavior and using data to improve conversion, repeat purchases, and retention.

“If I had to highlight the most important aspect, it would be the segmentation by audience and buyer stage—at least for us—along with the support the Data4Sales team has provided for our account.”

Iván, Pawal

“We’ve had excellent support from Daiana Enrique; now we have a track record and a better understanding of our data. We’ve been holding meetings every two weeks with the Customer team: this has been very beneficial for us, as these sessions allow us to uncover new insights about our customers.”

Iván, Pawal

Strategy

What actions have they taken?

WhatsApp Marketing

Abandoned Cart Flows

“One of the most important insights we discovered is that we have a higher number of abandoned shopping carts from prospects. We developed a strategy to reach out to them through a campaign. We were able to convert them into customers and implemented a retention and repeat-purchase strategy.”

WhatsApp Marketing

One Shot

One-time campaigns for events or communications: brand discounts, promotions, or other initiatives. Segments are created with offers tailored to each need, such as targeting inactive customers at a trade show.

Cyber

Viewership for all past Cyber events

“One thing that was really great was that we compiled audience data from all past Cyber events; this is helping us better understand how behavior changes from event to event.”

Seasonality

Pawalazos

The brand's own sales event, held approximately every two months. It begins on a Sunday and offers benefits to frequent customers or those who have participated in previous events.

Via Meta

Ads that show each customer what they want to see

“Thanks to the data analyzed during the hearings regarding the products purchased by different types of customers, we were able to optimize our ads and show customers exactly what they want to see in order to increase the conversion rate.”

Channels

WhatsApp, Meta, and Google Ads

“For the last Cyber Monday, we ran a test using the WhatsApp channel, since we had only tested it with abandoned shopping carts before. With the WhatsApp integration, we have a great opportunity to increase repeat purchases.”

Results

A cyber plan based on data from each event

Together with Pawal, we analyzed customer behavior at each event. This allowed us to design a projection and planning strategy for the September 2024 Cyber event, aimed at maximizing results and changes in buyer status.

Based on the June 2024 Cyber report, we reached out to customers in various states: we reactivated inactive customers, secured repeat purchases from one-time buyers, and kept frequent customers engaged. In addition, we added new customers by reaching out to prospects.

Daiana Enrique, Customer Success at Data4Sales

41x

ROAS

When reconnecting with clients from the June event.

+4x

ROAS

In other WhatsApp marketing campaigns.

60%

of the orders

Sales came from repeat customers, with an average receipt amount 4% higher than during the June Cyber Sale.

40%

of the orders

They were first-time customers.

Testimonial

“We’ve gained a better understanding of our various audiences and their behaviors, which allows us to tailor our strategies and implement them directly on platforms such as Meta, Google, and, more recently, WhatsApp.”

Iván Cariaga Vergara, e-Commerce & Digital Marketing Manager, Pawal

Success stories