ROI compared to SMS over 30 days
jump in customer ratings and reviews
improvement in customer satisfaction
Stepping in style
6thStreet is an e-commerce platform based in Dubai that sells footwear in six Middle Eastern countries. It’s part of the Apparel Group, a retail conglomerate with more than 1,800 stores and almost 80 brands. 6thStreet has no brick-and-mortar locations, but customers can order shoes online and pick them up at one of Apparel Group’s other retail stores
Increasing sales without increasing spending
The company wanted a scalable, more personalized, and less expensive marketing channel to engage customers. At the same time, it wanted to boost brand awareness, increase sales to existing customers, and recover customers lost to churn.
Intelligent, personalized marketing
E-commerce is rapidly transitioning to c-commerce, or collaborative commerce. 6thStreet saw their customers increasingly expect communication via more personalized, one-on-one conversations. Until recently, the organization didn’t have a c-commerce channel, but since 2020 it has been using a WhatsApp chatbot for order tracking, returns, and customer care.
WhatsApp was already integrated into 6thStreet’s marketing stack when the company saw that many of their customers already use WhatsApp in their everyday lives. Building on the company’s existing digital marketing collaboration with Netcore Cloud and ORI to deliver enhanced customer experiences, 6thStreet looked to use a WhatsApp chatbot to support sophisticated customer engagement using artificial intelli gence in multiple languages.
“WhatsApp gives us even more control over how we can engage with customers,” says Ankit Bansal, Head of Digital Marketing at 6thStreet. “In addition to the chatbot, we can include rich-media pictures and GIFs, the bot, and ga mification. We have more flexibility to start different conversations with different customer segments.”
To deliver real-time, personalized experiences to customers on WhatsApp, 6thStreet and Netcore Cloud engaged ORI, a conversational AI-based revenue ac celeration platform. ORI’s human-like conversational intelligence capabilities and growth strategies helped 6thStreet deliver context-rich customer engagement journey’s on WhatsApp.
This was made possible by ORI’s ability to use existing transactional and customer data to tailor recommendations and aid product discovery. ORI’s platform also provided the ability to rapidly test and trial for the best conversation triggers across use ca ses including: product recommendations and selection, abandoned cart win back and re-engagement, gamification, and customer value management.
On one of the first campaigns supported by WhatsApp, 6thStreet had a 54 percent click-through rate, almost twice as high as any other campaign they’d run. And they had a 20x ROI over 30 days compared with 5x ROI using SMS.
“By starting conversations with different messages to different customers at different times rather than sending the same message to everyone, communication is now a lot more personalized,” Bansal says. “Our customers notice and appreciate the difference. We’re getting at least four times more revenue from WhatsApp with the same marketing spend.
Built-in intelligence in the conversations have i ncreased their effectiveness. For instance, many conversations include quizzes and coupons. The quizzes are designed to be fun, but they also help increase brand awareness by letting customers know that 6thStreet is the only e-commerce retailer in the Midd le East that offers a 100-day return policy.
In addition, at the end of a WhatsApp conversation, 6thStreet asks customers to rate them on Google. Already, they’ve increased the number of customer reviews from 300 to nearly 2,000, with an average rating of 4.3. The company has also seen their net promoter score measuring customer satisfaction jump by 12 points.
“We successfully use WhatsApp as an engagement platform to win back lost customers, gather feedback from existing customers, and generate positive reviews from new customers to improve overall experiences,” says Prateek Agrawal, Manager of CRM, 6thStreet. “The returns are strong. We’ve doubled and even tripled revenue month over month with WhatsApp.”
Stellar ratings and ROI
By engaging with customers using personalized conversations supported by artificial intelligence, 6thStreet improved its ROI, click - through rate, customer ratings and reviews, and overall customer satisfaction.
- 20x ROI compared to SMS over 30 days
- 2x click-through rate
- 6x jump in customer ratings and reviews
- 20% improvement in customer satisfaction
“We successfully use WhatsApp as an engagement platform to win back lost customers, gather feedback from existing customers, and generate positive reviews from new customers to improve overall experiences. The returns are strong. We’ve doubled and even tripled revenue month over month with WhatsApp.”
“WhatsApp gives us even more control over how we can engage with customers. In addition to the chatbot, we can include rich-media pictures and GIFs, the bot, and gamification. We have more flexibility to start different conversation s with different customer segments.”