Business Platform
Frávega
Growing revenue and traffic with personalized shopping
Brand
WhatsApp Business Solution Provider
WhatsApp Business Solution Provider
The Argentina-based household appliance retail chain implemented a new approach to customer service on WhatsApp Business Platform with help from its partners Botmaker and Bleet, resulting in a reported 11X increase in revenue and 11.2X increase in average monthly visits.
11X
increase in revenue, attributed to personalized shopping on WhatsApp Business Platform*
11.2X
increase in average monthly visits, attributed to personalized shopping on WhatsApp Business Platform*
70%
reduction in customer wait times, compared to phone calls*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Argentinian appliance experts
Frávega operates more than 100 stores throughout Argentina, as well as a robust ecommerce website for online purchases. Due to the number of locations and the breadth of its product offerings, Frávega attracts shoppers of all age and socioeconomic groups, making product education and assistance critical for its business.
Their Goal
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Personalized online shopping
Frávega prides itself on its employees’ ability to share valuable, first-hand product knowledge with customers in its stores. The company wanted to extend that same personalized approach to its online sales by bringing a new shopping experience to life on WhatsApp, where its customers were already spending their time.
“The addition of personalized shopping on our WhatsApp channel has allowed Frávega to help customers browse and buy our products through a messaging channel they already use. Customers who are shopping online are often looking for expert assistance and support, so this new experience allows us to leverage our expertise efficiently, making it easier for shoppers to find, purchase and get post-sale support.”
Lucas Bazan
Head of Conversational Strategy, Frávega
Their Solution
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Conversational customer support
To reach its goal, Frávega partnered with messaging platform Botmaker and business consultant Bleet to overhaul its approach to customer service by developing a conversational “personal shopper” experience on its WhatsApp channel designed to help customers easily browse and buy appliances.
“People talk to their families on WhatsApp, they coordinate work meetings on WhatsApp, they review their children's homework on WhatsApp groups. It makes sense that they’d also use WhatsApp to buy products, be informed of the status of their orders or find out about the launch of a new product. The penetration of WhatsApp in Latin America is too high for businesses to ignore its potential as a powerful business and sales channel.”
Tobias Noni Bernardis
Head of Digital Business, Frávega
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The User Journey
- Contact: Shoppers can access Frávega’s WhatsApp channel by clicking a link from its website, WhatsApp push notifications or social media (additionally, the brand reports that nearly half of its WhatsApp traffic is organic). After entering the channel, users are shown a menu where they can choose to request purchase assistance, post-sales support or credit services. Upon customer request, Frávega provides automated information in the chat regarding product availability, payment methods, promotions, insurance and warranties.
- Live support: Shoppers can also message a live service agent for a personal shopping experience after entering their email address, the category of the product they’re interested in and a brief description of their request. A live agent then joins the conversation to answer questions and help them find the product that’s right for them. When a customer is ready to buy an item, the agent creates a shopping cart that includes their product and generates a payment link.
- Payment: Customers can click the payment link to be directed to Frávega’s website, where they can enter their payment method and details, ensuring they never have to share sensitive information directly with the agent. When the purchase is complete, the customer receives a purchase confirmation and a purchase code they can share with the agent in WhatsApp. The company uses that information to track website sales in comparison to call center sales.
- Feedback: After concluding the live agent conversation, customers have the option to fill out a survey in WhatsApp to evaluate the experience.
- Post-purchase support: At any time, customers can get assistance for their purchase by either browsing the automated information on Frávega’s WhatsApp channel or messaging a live service agent.
Their Success
Increased revenue and traffic
Frávega measured revenue and traffic in the first three months of the new messaging experience (July-September 2024) and reported:
- 11X increase in revenue, attributed to personalized shopping on WhatsApp Business Platform*
- 11.2X increase in average monthly visits, attributed to personalized shopping on WhatsApp Business Platform*
- 70% reduction in customer wait times, compared to phone calls*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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