Business Platform
Sefamerve
Using WhatsApp Flows to build richer, easier and more engaging customer experiences
Brand
Building richer, tailored customer experiences on WhatsApp
4
months to develop new, bespoke flows, covering use cases, such as account creation, product search, and add-to-cart
158%
increase in conversion with WhatsApp Flows vs prior chatbot experience
2.6x
revenue on sales cost generated with WhatsApp Flows vs prior chatbot experience
80,000
products available to purchase within WhatsApp
*All results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Fabricating something entirely new
Sefamerve is a leading women’s fashion retailer, offering comfortable and affordable products to women in more than 70 countries. After successfully building a WhatsApp channel to provide customer service and answer questions, the Sefamerve team knew there was more they could do with the channel. Meta noticed their creative use of a chatbot for creating shopping experiences on WhatsApp and partnered with Sefamerve to create new, innovative WhatsApp functionality.
Their Goal
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Going beyond a support channel
Sefamerve and Meta sought to reduce friction and complexity to quickly and easily create flexible, bespoke, and streamlined customer journeys without leaving WhatsApp by using WhatsApp Flows. The approach has the potential to benefit any type of business.
WhatsApp Flows enabled Sefamerve to create a flexible, bespoke, and streamlined customer journey within WhatsApp
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Collaboration and innovation
Sefamerve is on a mission to help women worldwide find the comfortable, affordable, and practical modest fashion that suits their needs. Headquartered in Turkey and founded over a decade ago, Sefamerve’s singular website now serves customers in more than 70 countries with tens of thousands of products.
As time went on, Sefamerve wanted a way to better connect with and support their customers and started looking for new channels on which they could be more effective and impactful. They also noticed that the majority of their customers used WhatsApp for communication with friends and family on a regular basis.
"90% of our customers use WhatsApp in their everyday lives, and we wanted to find the best tool to create a service to connect with our customers," says Oğulcan Erciyes, who is part of the digital marketing team at Sefamerve. So, in 2018, they launched a support channel through WhatsApp.
The channel was largely driven by an AI-powered chatbot that quickly and efficiently answered customers' questions and then passed customers with more advanced needs to an agent. But this wasn't enough for Sefamerve. "Sefamerve has a very strong connection with their customers, and they want to be very close to them to provide a solution that directly impacts their lives," says Selman Delil, Sefamerve's former R&D Director.
The team began to dream big. What if the entire shopping and checkout experience could be delivered through WhatsApp? Then their customers could not only get help when they need it, but they could also find and purchase the clothing they want — all without ever having to leave the app they know and use.
Sefamerve initially tried using existing WhatsApp features such as responding with emojis or numbers to get purchase intent across. However, using the messaging functionality for unintended purposes was cumbersome for users and difficult to scale for the retailer. Nevertheless, their activity and customer engagement on WhatsApp was only increasing, leading both Sefamerve and Meta eager to find new ways to advance functionality, improve efficiency and drive scalability.
"Sefamerve has a very strong connection with their customers, and they want to be very close to them to provide a solution that directly impacts their lives."
Selman Delil
Former R&D Director, Sefamerve
The goal of an intuitive, seamless shopping experience, with features such as account registration, product browsing and add to cart capabilities on WhatsApp, was one shared by Sefamerve and Meta. The solution was designed to unlock new activity across the customer journey — e.g., lead generation, shopping and ordering, customer service and more — and enable customers to complete them wholly within WhatsApp threads by building native components and layouts,In just a few short months, the team went from some sketches to live with WhatsApp Flows for account creation, product search, and add-to-cart workflows, enabling full shopping experience. "Working with the team at Meta was a great experience, from product development to marketing," says Delil.
The functionality has been rolled out to many customers who can now do more than ever before. Sefamerve can better connect with their customers and help them find the exact product they need, all natively within WhatsApp. Customers can also complete the full shopping experience thanks to WhatsApp Flows, leading to increased customer satisfaction.
"We're focused on giving the highest quality of textile products and outfits — the best of the best — to our customers, and WhatsApp helps us do that in ways we never thought possible," Erciyes says. "We're excited to discover even more use cases where WhatsApp can help us provide great customer experiences. The platform is a strategic part of our future growth and we're looking forward to building new innovations on WhatsApp."
As highlighted by their success, with WhatsApp Flows, any business can quickly and easily create flexible, bespoke experiences to support the entire customer journey and extend their use of WhatsApp to address expanding business needs.
Flows allows customers to complete the entire shopping experience within WhatsApp, which increased customer satisfaction
Their Success
Sefamerve joins the WhatsApp Flows program and partners directly with Meta to design and deliver a complete, native shopping experience through a WhatsApp channel.
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A seamless experience
- 4 months to develop new, bespoke flows, covering use cases, such as account creation, product search, and add-to-cart
- 158% increase in conversion with WhatsApp Flows vs prior chatbot experience
- 2.6x revenue generated with WhatsApp Flows vs prior chatbot experience
- 80,000 products available to purchase within WhatsApp
*All results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
"We're focused on giving the highest quality of textile products and outfits — the best of the best — to our customers, and WhatsApp helps us do that in ways we never thought possible. We're excited to discover even more use cases where WhatsApp can help us provide great customer experiences. The platform is a strategic part of our future growth and we're looking forward to building new innovations on WhatsApp."
Caner Gür
Digital Marketing Manager, Sefamerve
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