Read this case study to know how ShopClues achieved 28% increase in cross-sells by integrating WhatsApp Business API into its platform.
A Quick Glance at the Outline of the Story:
Brand: ShopClues
Industry: Ecommerce
Tool Employed: WhatsApp Business API
Outcome: 28% increase in cross-sells
Business Type: B2C
The Brand – Online Shopping Center
Founded in 2011, ShopClues is an Indian online marketplace owned by Clues Network Pvt. Ltd and is among the ecommerce websites that operates on the managed marketplace model.
With over 100 million monthly visits, the company is renowned as the preferred ecommerce destination for buyers & sellers from Tier-2 and Tier-3 Indian cities.
As revealed by the company, it has over 6 lakh merchants and about 2.8 crore products on its platform that serves more than 32,000 pin codes across the country.
The online marketplace ensures to provide the best customer experience with the help of advanced artificial intelligence. The company is also known for empowering its merchants with digitisation, branding tools, advertising and training.
The Story – Leveraging WhatsApp to increase Sales
The Indian online marketplace wanted to work on its interaction with the customers for driving an improved post sales experience and eventually increasing the opportunities for cross-sells. After a lot of research , the ecommerce company settled on employing WhatsApp to achieve its goals.
The company integrated the WhatsApp Business API into its platform and tried to improve the way customers would receive updates for their orders. Within 4 weeks, their campaign started showing results and they could achieve 23% more tracking page visits versus SMS notifications.
The Goals – Increasing opportunities for cross-sells
With an objective of driving a better post-sales experience and developing more and new opportunities for cross-sells, the ShopClues marketing team wanted to enhance its interaction with the customer.
The Solution – Improving engagement through WhatsApp
ShopClues is always working towards finding new and better ways to connect with its customers in the most seamless and effective ways possible. Like most of the online marketplaces, ShopClues also used to employ SMS service for confirming the orders and providing links to the page for tracking the order status where customers could also find other recommended products or offers while they could track the orders.
However, the eCommerce company observed that SMS service could only furnish them with sub-optimal customer engagement resulting into a reduced amount of repeat orders, an unsatisfactory service experience and eventually lower customer value. This made them to think about finding a better platform to improve interaction with the customers. After some research they could find their solution in WhatsApp, a platform that has substantial high rate in India mainly in the Tier-2 and Tier-3 cities. So, they planned to leverage WhatsApp for improving the overall sales experience for its customers.
The eCommerce company finally went ahead to integrate WhatsApp Business API into its platform. Through this integration they could send well-timed transaction notifications to customers on their orders that included information like order confirmation, dispatch confirmation and successful delivery. While doing so they made sure that every dispatch message includes a link to the tracking page, for customers to stay updated about the status of their orders.
Products Used:
- WhatsApp – for connecting with customers through fast and reliable messaging.
The Outcome – A complete boost
The integration of WhatsApp Business API was done by ShopClues in July 2018 for augmenting visits to its platform as well as increasing the quantity of new orders received per message.
The Campaign Highlights that was run in July 2018:
- 23% increase in tracking page visits over 4 weeks
- 28% increase in cross-sells over 4 weeks
- 57% increase in new orders per message sent over 4 weeks
Words by Ambar Deep, Chief Product Officer, ShopClues
“WhatsApp is a communication channel that cuts across demographics and market tiers that are critical to ShopClues. The current WhatsApp integration was aimed at improving the customer post-sales experience and we saw success in terms of improved engagement and efficiency compared to traditional channels. As such, we see the potential benefits of deeper integration across all aspects of the business.”
Source: Facebook