How WhatsApp Commerce can Empower DTC and Omnichannel Retail?

WhatsApp Commerce is a sub-platform of Conversational Commerce that enables brands-at-scale to leverage WhatsApp Chat app to engage with their customers.

How WhatsApp Commerce can Empower DTC and Omnichannel Retail?

Conversations and Consistency are the two pillars of any relationship😎
For a brand to foster great relationships with customers, it is crucial to have meaningful conversations consistently throughout the buyer's journey.

With an average consumer being exposed to 5000 to 10000 brands a day, it is important to approach them on a medium they are most comfortable with. With WhatsApp becoming the go-to app to pay bills, buy groceries, and purchase products, it is only logical for brands to ace their WhatsApp Commerce game.

The promise of a seamless shopping experience & meaningful conversations🤝 = WhatsApp

With every 1 in 7 people actively using WhatsApp, the messaging platform’s global reach is massive. To put it into perspective, that’s 2 billion users. With WhatsApp Business App and WhatsApp business API, brands can connect with their customers directly on the chat app.

Today, WhatsApp Commerce is extremely potent for DTC and omnichannel retail brands looking to take their customer experience to the next level. Since it provides the ability to speak to your customers on an app they use daily, it opens up various use-cases where you can craft personalized experiences to improve your revenue and profits.

In this article, we will take a look at Vizury’s WhatsApp Commerce —  a part of Vizury’s omnichannel marketing platform — and how DTC and omnichannel retailers can use it to maximize their revenue.

What are the WhatsApp Use Cases for DTC and Retail?

With the increase in ad spending, marketers need to be tactful and find the right balance between customer acquisition and retention.

Using over-saturated channels is not going to let you get ahead of the competition. That's where WhatsApp comes into the picture. Here are some possible use cases for your brand:

#1. Start and Continue Conversations

Vizury’s Conversational Commerce platform enables brands to launch their stores to the most popular chat apps. The platform enables brands to utilize chat apps such as WhatsApp, LINE, Telegram, and others to provide a robust conversational commerce experience with end-to-end control on customer engagement flow.  For instance, customers can choose and have the ability to switch conversations from a live chat to their WhatsApp window without breaking the flow.

Here’s how marketers can utilize WhatsApp Commerce

Interactive AI-assisted Chat flows – Vizury’s chat engine converses with customers in real-time and helps them find the ideal products they are searching for on your WhatsApp business account.
Connected Social Media Campaigns –  Tie your paid marketing campaigns with WhatsApp Conversational Commerce by creating dedicated CTAs that initiate WhatsApp conversations.
Promotional Messages – Send WhatsApp promotional messages based on customers’ onsite and offsite activity available on Vizury’s omnichannel platform.
Add WhatsApp to Vizury’s Journey Builder – Brands use various touchpoints to reach their customers. These include emails, text messages, onsite notifications, and push notifications. Vizury’s Journey builder is the perfect customer journey orchestration platform that enables marketers to engage with their customers systematically and in a personalized manner. Now, you can also add WhatsApp triggers to these journeys as a new communication channel.

#2. Increase Conversions with Smart Flows

WhatsApp Business offers businesses to create pre-approved message templates for messages often used while communicating with your customers. These messages could range anywhere from order confirmations to back-in-stock alerts.
To enable marketers to take advantage of these pre-approved messages, Vizury’s WhatsApp Commerce platform provides a diverse range of smart flows to increase conversions.

For instance, a customer lands on your WhatsApp chat thread looking for white dresses. She can browse through specifics, shop and pay on the go. In addition, the WhatsApp bot can also send her recommendations based on her purchase such as a necklace that can go with the dress. This not only eases the shopper’s experience but also increases the brand’s average order value.

#3. Cart Recovery

WhatsApp enables businesses to send automated cart abandonment messages as a pre-approved messaging template with compliance with WhatsApp Business API guidelines. Lets take an example.

In this case, the brand is incentivizing the customer by offering a discount and creating a sense of urgency with the time slot to complete the transaction.

Let’s consider another example. One of your prospects selects a new gaming mouse in her cart and then abandons the cart. Vizury’s Cart Recovery sends her a message (using WhatsApp pre-approved message template triggered by cart abandonment smart flow):

“Hi Jennifer, can we have a minute of your day? After your last visit to today, do you think the mouse was fairly priced?”

The user gets Yes and No as an option, and the strategy here is to engage the user based on their reply. You can add appropriate win-back offers and promos based on their answers to recover the cart.

Suppose it’s a Yes, a gentle reminder that the product is still available and ready to be shipped if you check out today. If it’s a No, you can apologize for the inconvenience and offer a 10% discount to the prospect to win them back.

WhatsApp Commerce, along with Vizury’s omnichannel platform, is a great way for online and DTC retailers to help customers browse, shop, and even pay on a single window. Such continuity is critical for customers who have short attention spans and want flawless and flexibility in buying their favorite products.

Let’s take an example. Sara has just selected 2 dresses from your WhatsApp-based product catalog. Instead of redirecting the customer to your mobile website or app to purchase the product, you can share personalized payment link on WhatsApp to ensure customer convenience. You can also now use WhatsApp pay to process transactions on the go.

Modern consumers love convenience. Hence the goal for any brand is speed and agility to cater to their customers without breaking the flow. Sara could browse, select and even pay for her order without requiring to jump from one app to another.

#5. Restock and Back-in-Stock Notifications

Let your customers know when their favorite or wishlisted products are back in stock with back-in-stock WhatsApp flows. With Vizury’s Feedbus and WhatsApp in-house integration, you can create automated back-in-stock WhatsApp promotional triggers that inform the customers about restocks on their favorite chat app.

#6. Ease Store Appointments

Due to the pandemic, people are skeptical about stepping out and visiting their favorite stores. Hence, brands are looking for ways to provide customers with a safe passage back to their local retail outlets.

Keeping that in mind, Vizury has created smart Offline-to-Online WhatsApp conversational flows that help customers engage with their nearest retail stores to book store visits and appointments.

These unique chat flows also help customers browse the catalog virtually and schedule at-store pickups and curbside pickups. Customers can also opt for virtual clienteling and speak to the store manager and agents if they wish to before making an appointment.

#7. Integrate Customer Loyalty Programs

By leveraging the Vizury Omnichannel and Conversational Commerce platform, you can integrate your customer loyalty program or create one for WhatsApp to improve your customer retention rates.

Let’s discuss on how you can do that

A lot of DTC and retail brands offer customer loyalty programs to build good relationships with existing customers. However, the challenge is to integrate the loyalty program in an omnichannel environment to maximize the benefits a customer can get from the loyalty program.

Vizury enables brands to bring their existing loyalty programs or create a brand loyalty program for WhatsApp and integrate it across all CRM channels (push, mobile, web, and email) to create a consistent experience.

For example, Pete can enter his membership details on a WhatsApp conversation and check for personalized offers and rewards balance directly on WhatsApp. In another instance, based on the membership level, brands can also serve personalized rewards as promotional messages to their customers directly on WhatsApp, creating a delightful customer experience.

#8. NPS and Customer Feedback

WhatsApp’s ability to power one on one conversations allow brands to speak directly with customers, engage them for feedback and surveys on a chat window.
You can create surveys and NPS templates on WhatsApp to collect feedback. Additionally, you can take over these surveys directly if you receive critical feedback. This portrays proactivity from the brand and reinforces that your brand takes customer feedback seriously.

Lets take an example

A customer, Natasha rated a product 2 out of 5 in a WhatsApp post-purchase feedback survey. You get an alert on your dashboard and use your WhatsApp account to get in touch with her to understand her concerns. Now you can ask her more detailed questions on what went wrong and take necessary actions to ensure that the customer’s bad experience is mitigated.

Another instance wherein, While issuing a refund, you can let the customers know that the refund is processed, and it should reflect in their account now. In the end, you can say $10 has been credited to your account. Would you like to rate your experience with us? Please type your score from 1 to 5. All the customer needs to do is reply with a score between 1 to 5, and you’ve got your feedback.

#9. Simplifying Customer Support

Customers dislike waiting for help. Be it a product set-up inquiry, feedback, request for return, or refunds, the smoother the process, the better the customer experience. WhatsApp solves this problem wherein customers can request assistance instantaneously. Here’s how to use WhatsApp for customer support

With interactive AI-assisted conversations, if the customers ask one of the frequently asked questions, you can create message templates that automatically answer queries. These messages can be a huge benefit for your support team as they can focus on larger customer issues while the frequent queries can be assisted with AI and rule-based triggers. WhatsApp Commerce benefits brands to create an effortless and urgent support experience for their customers to drive loyalty.

10. Send updates

Use Vizury’s WhatsApp platform to share transactional updates with your customers on Whatsapp. You can opt for Vizury’s pre-templatized versions of popular use-cases like —

✅Order Tracking
✅Refund and Return Tracking
✅Product Order Confirmation
✅Refund Confirmation
✅Wallet Status
✅Balance Check

A New Channel For Accelerated Growth

Brands worldwide are investing countless resources into exploring new channels and new ways to engage with their customers, and conversational channels like WhatsApp are changing the way we interact with them. For DTC and online retail brands, the choice is clear. Building a robust conversational commerce engine on WhatsApp and other chat apps is imperative to continue on the roads of success and increased revenue.

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