Business Platform
Lojas Renner
Engaging customers with cart recovery campaigns that boost sales and brand loyalty
Brand
WhatsApp Business Solution Provider
Lojas Renner builds a versatile marketing channel through WhatsApp Business Platform, enabling the fashion and lifestyle retailer to engage with customers who have abandoned their shopping carts through personalized messages. After testing several campaigns, Lojas Renner improves relevance and conversion rates and grows cart items among shoppers.
70%+
read rate for customers in the WhatsApp channel
50%-83%
increase in online conversion uplift attributable to WhatsApp
48%
incremental revenue versus the control group for the same period
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Fresh looks at affordable prices
Exceptional customer service never goes out of style at Lojas Renner, where shoppers can find affordable fashion and apparel, beauty and health products, appliances, homeware, and furniture. Headquartered in Porto Alegre, Rio Grande do Sul, Brazil, Lojas Renner is one of the country’s leading retailers.
Their Goal
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Giving customer engagement a new style
Faced with high cart abandonment rates, fashion and lifestyle retailer Lojas Renner needed a communications channel capable of delivering personalized messages designed to rekindle customers' interest and encourage them to complete their purchases. To gain deeper understanding about customer preferences, the company wanted a channel versatile enough to support testing a variety of cart recovery campaigns.
Their Solution
Renner uses a personalized approach to increase cart recovery conversion
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A versatile marketing channel
Whether shoppers search for fashions for the office or a night on-the-town, they can find the right apparel at Lojas Renner department stores across Brazil. In addition to its affordable fashion, the retailer is also known for homeware, furniture, domestic appliances, beauty and health goods, as well as bedding and bath products.
From offering items in unique styles and sizes to providing efficient customer service, Lojas Renner emphasizes building personal relationships with shoppers. Wanting to innovate its customer service, Lojas Renner built a support channel through WhatsApp Business Platform, recognizing that the platform is popular in Brazil.
As the company saw more customers access support through WhatsApp, Lojas Renner decided to take a fresh look at engaging customers who might leave the website with items still in their carts. While Lojas Renner would send customers email reminders, sometimes shoppers didn’t check their email, which meant the company’s follow ups were going unnoticed. Wanting to capture these customers’ attention on a channel they’re likely to use, Lojas Renner partnered with Connectly, an advanced marketing automation platform, to develop an outbound marketing channel with WhatsApp.
Once Lojas Renner identifies customers who have abandoned their carts, the team incorporates the Connectly platform to effectively segment those shoppers based on the items in their carts. Using easily customized templates, the company reaches out to those segments of customers with targeted messages delivered over WhatsApp. For instance, a customer who leaves yoga pants in their cart might receive a reminder that they should take the opportunity to get them before stocks run out.
The Lojas Renner team used customer enthusiasm for connecting over WhatsApp, along with the segmentation capabilities within the Connectly platform, to test data-driven approaches to cart recovery – down to format, timing, and frequency. Customers also have the option to unsubscribe from messages at any time.
“With the versatility of WhatsApp, we’ve personalized our outreach to more customers. Compared to email, cart recovery efforts over WhatsApp have helped us achieve more than 70 percent in read rates, which is way more attention than what we see for traditional channels. Using WhatsApp brought an increase in online conversion from 50-83 percent (depending on the case) when compared to a control group that was only impacted by traditional channels,” says Rodrigo Spohr, Product Leader / Data, Lojas Renner. “Unlike traditional channels, the interactive capabilities of WhatsApp allow us to learn more about which approaches motivate customers in real-time.”
“With the versatility of WhatsApp, we’ve personalized our outreach to more customers. Compared to email, cart recovery efforts over WhatsApp have helped us achieve more than 70 percent in read rates, which is way more attention than what we see for traditional channels. Using WhatsApp brought an increase in online conversion from 50-83 percent (depending on the case) when compared to a control group that was only impacted by traditional channels. Unlike traditional channels, the interactive capabilities of WhatsApp allow us to learn more about which approaches motivate customers in real-time.”
Rodrigo Spohr
Product Leader/Data Manager, Lojas Renner
In addition to the personalized messages, the company experimented with follow-up notifications. These notifications extended an invitation to customers, providing the option to engage with live agents who were able to provide assistance in completing the checkout process. In another campaign, Lojas Renner offered personalized coupons to customers based on the contents of their shopping carts, tailored to their specific interests and preferences. Using data-gathering abilities within the Connectly platform, Lojas Renner can assess which discounts attracted the most customers and compare promotions with coupons against other kinds of campaigns.
"The highlights of working with Connectly involved the platform’s speed in delivering messages, as well as the team's ability to listen to our needs. Through our collaboration with Connectly, we created a low-friction journey that significantly improved the success rates for the campaigns we conducted via WhatsApp,” says Maria Mikaely, Digital Channels / WhatsApp leader, Lojas Renner.
“We’re proud to partner with Lojas Renner, one of Brazil’s most celebrated brands, in exploring how the combination of WhatsApp and our Connectly platform can help businesses develop data-driven marketing campaigns that customers respond to,” says Joscha Koepke, Head of Product, Connectly.
For Vinicius Matzenbacher with the CRM team at Lojas Renner, the success of these initial campaigns is evident in the increasing numbers of customers who return to finalize purchases, and even add to their cart: “For certain coupon promotions sent in WhatsApp, we saw a 48 percent incremental revenue versus the control group for the same period. In some instances, customers doubled the number of items in their cart. Understanding what excites our customers contributes directly to sales while fostering ongoing relationships with shoppers. The relevance of the channel and message contribute directly to how enjoyable the experience is for the customer, directly impacting the success of the campaign.”
Looking forward, the Lojas Renner team plans to develop a virtual assistant in WhatsApp capable of making recommendations for customers. Through integrations between the company’s catalog and WhatsApp, customers will be able to go on automated shopping journeys.
“With the customized shopping experiences we’ve refined over WhatsApp, customers feel more connected to our brand,” says Spohr.
WhatsApp’s interactive features enable Renner to gain real-time insights on customer motivation
Their Success
Lojas Renner builds a marketing channel over WhatsApp Business Platform that supports testing a variety of cart recovery campaigns, improving relevance, conversion rates, and sales while fostering ongoing customer relationships.
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Improved relevance, conversions and sales
- 70%+ read rate for customers in the WhatsApp channel
- 50%-83% increase in online conversion uplift attributable to WhatsApp
- 48% incremental revenue versus the control group for the same period
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“For certain coupon promotions sent in WhatsApp, we saw a 48 percent incremental revenue versus the control group for the same period. In some instances, customers doubled the number of items in their cart. Understanding what excites our customers contributes directly to sales while fostering ongoing relationships with shoppers. The relevance of the channel and message contribute directly to how enjoyable the experience is for the customer, directly impacting the success of the campaign.”
Vinicius Matzenbacher
Martech & CRM Manager, Lojas Renner
"The highlights of working with Connectly involved the platform’s speed in delivering messages, as well as the team's ability to listen to our needs. Through our collaboration with Connectly, we created a low-friction journey that significantly improved the success rates for the campaigns we conducted via WhatsApp."
Maria Mikaely
Digital Channels/WhatsApp Manager, Lojas Renner
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