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Since the end of 2022, BUT customers have been receiving the latest catalogs bi-monthly via WhatsApp. They can now browse through it very easily, return to the catalog whenever they want and look at their history poland number for whatsapp to find the product that interests them.
Delighted with the initial results, BUT expanded its use of WhatsApp for commercial operations. The 2023 objective was also to exploit this interactive and fluid channel by proposing a “personal shopper” scenario in order to engage their existing opt-in base and attract new customers on WhatsApp.
GOALS
base and boost traffic as well as WhatsApp opt-in collection
BUT collaborated with Sinch to design a conversational experience focused on outdoor design, encouraging their customers to equip themselves for the return of sunny days via an engaging and interactive mechanic on WhatsApp.
The campaign was sent to their existing opt-ins and was also relayed via other media channels in order to recruit new customers via an Inbound mechanism (communication initiated by the user).
Sinch recommended that BUT capitalize on their existing large SMS opt-in audience and A/B test two mobile messaging channels to boost WA opt-in collection: RCS (Rich Communication Services) and Rich SMS redirection.
RESULTS
Record engagement for the RCS channel
The results far exceeded expectations, with a 20% click-through rate on RCS (x4 vs Rich SMS).
RCS proved to be the best performing channel for generating traffic to WhatsApp during this operation, with 17,000 conversations generated in a single send (x2.4 vs Rich SMS) and a conversion rate of 51%. This operation increased BUT's WhatsApp customer base by 123%.