WHATSAPP BUSINESS PLATFORM
Creating interactive, personal experiences to boost loyalty and revenue
of online revenue attributable to WhatsApp over seven months
message open rate in WhatsApp compared to email
increase in sales conversions compared to email
increase in sales conversions compared to SMS
Sowing the seeds of beauty
Barò Cosmetics is an innovative line of organic cosmetics created with high-quality polyphenols from grapes local to Italy’s Barolo wine region. Through its online storefront, Barò Cosmetics sells antioxidant-rich, plant-based beauty and skin care products.
A fresh face for customer experiences
Barò Cosmetics wanted to engage a community of beauty aficionados but found that traditional phone and email communication lacked immediacy and personalization. To improve every aspect of the customer experience, from placing orders to ensuring timely package deliveries, Barò Cosmetics needed a versatile, scalable communications channel.
A personal touch with every chat
For the teams at Barò Cosmetics, healthy skin starts with a tiny grape. Located in the heart of Italy’s Barolo wine region, Barò Cosmetics uses local grapes rich in high-quality organic polyphenols, or antioxidants, to make nourishing beauty products. As Barò Cosmetics opened a digital storefront to reach consumers throughout Italy, it attracted a community of beauty aficionados through its website, social media, and e-newsletter.
However, maintaining personal connections with these customers through traditional channels like phone or email presented challenges – email responses lacked the immediacy of talking to a beauty consultant and reaching out by phone risked catching customers before they were ready to engage. Eager to create better customer experiences from outreach to ordering and receiving wrinkle creams, Barò Cosmetics needed a versatile, scalable communications channel.
With WhatsApp popular in Italy, Barò Cosmetics partnered with SaaS and conversational commerce provider charles to develop a communications channel through WhatsApp Business Platform. Only eight days after the kick-off meeting, Barò Cosmetics launched a comprehensive sales and customer care channel with WhatsApp.
When customers browse the Barò Cosmetics website, they’re invited to opt-in to WhatsApp messaging through welcome pop-ups, thank you pages, and other entry points. After opting in, customers can instantly connect with one of 31 beauty consultants for personal advice in tailoring a beauty regimen via Barò Cosmetics products.
Not only will the consultant advise the customer with product selection, they can also place the order in real time. If the consultant remains available, they will stay matched to the customer throughout future WhatsApp conversations, like a beauty concierge.
“Using WhatsApp, consultants apply the personal touch to multiple customers at once, contributing to a nearly 80 percent message open rate and a 10-11x increase in purchase orders compared to email campaigns,” says Guido Rosso, Multi-Contact Center Director.
Shipping confirmation with tracking link
Personalized notification for holiday promotion
As its consultants build relationships with customers, Barò Cosmetics will send push notifications for skin type surveys, catalogs focused on skin care or beauty products, as well as interactive marketing campaigns with links, buttons, and multimedia designed by charles.
“In roughly seven months, Barò Cosmetics has grown its subscriber base to over 80,000 people,” says Antonio Lavia, Manager of Customer Success, charles. “The more creative, engaging campaigns sent through WhatsApp have open rates six times higher than email.”
Customers are excited by the more personalized experiences that Barò Cosmetics can share through WhatsApp.
“We’re seeing a 700 percent increase in customers moving toward a purchase over WhatsApp compared to email and a 300 percent spike over SMS,” says Rosso. “WhatsApp helps us capture our customers’ attention when they’re in the right place to buy. Over one seven-month period alone, 30 percent of revenue from our online shop was attributable to WhatsApp.”
Barò Cosmetics is streamlining almost every aspect of the customer experience on WhatsApp. Whether a customer has placed an order with a beauty consultant or independently through WhatsApp, they receive an order confirmation complete with a link to track their package out for delivery.
Previously, the company sent emails notifying customers that their beauty balms were on the way – missing these emails meant potentially missing deliveries and risking packages being returned to sender. Now, with package tracking via WhatsApp, return rates are lower than one percent.
Putting a fresh face on customer experiences through WhatsApp has inspired Barò Cosmetics to expand throughout Europe. The company offers WhatsApp support in Spanish, with more immediate plans to make products available in the Czech Republic.
“We started with the simple yet powerful idea that healthy, beautiful skin could begin in nature, with a grape off the vine,” says Rosso. “Through WhatsApp, we’re able to bring natural beauty to even more people around the world.”
Increased purchase orders
Barò Cosmetics develops a versatile communications channel that builds its subscriber base while increasing message read rates, purchase orders, and sales conversions.
- 30% of online revenue attributable to WhatsApp over seven months
- 80% message open rate in WhatsApp compared to email
- 10-11x purchase orders and 700% increase in sales conversions compared to email
- 300% increase in sales conversions compared to SMS
““Using WhatsApp, consultants apply the personal touch to multiple customers at once, contributing to an 80+ percent message open rate and a 10-11x increase in purchase orders compared to email campaigns."
WhatsApp Business Platform
Connect with customers easily by using tools to automate and quickly respond to messages.