Business Platform
Vita Green
Creating efficiency with a single messaging solution for marketing, sales and customer service
Brand
WhatsApp Business Solution Provider
Vita Green Group partnered with Omnichat to implement WhatsApp Business API for its marketing, sales and customer service teams, creating a unified solution that delivered higher message click-through rates, more coupon redemptions and a more helpful customer experience.
60%
of customer inquiries successfully addressed with auto-reply in WhatsApp, across a three-month period*
35X
higher click-through rate for marketing messages in WhatsApp, compared to email*
2X
higher open rate for marketing messages in WhatsApp, compared to email*
*Results are self-reported and not identically repeatable. Generally expected individual results will differ.
Their Story
A global health brand
Hong Kong-based Vita Green Group offers a diverse range of healthcare products to customers in Asia, Europe and the US, with brands that include Vita Green, Doctor’s Choice, NATURAL VITA and Tea Château. In addition to Vita Green’s online store, customers can shop for the company’s products at one of its 150-plus retail stores and counters, or at more than 8,000 sales points worldwide.
Their Goal
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Unified customer communication across teams
Vita Green’s marketing, sales and customer service team members used separate WhatsApp accounts in the past, which led to challenges in managing customer conversations and monitoring performance across the company. Vita Green needed a centralized source for customer messaging and information to help its teams work more efficiently.
Their Solution
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A better way to communicate
WhatsApp has been central to Vita Green’s evolution as a company, as it leverages WhatsApp communication solutions at the discovery, purchase and post-purchase phases of the customer journey. In the past, these efforts were managed by Vita Green’s marketing, sales and customer service team members from separate WhatsApp accounts. While this approach was effective for driving results at each distinct phase, the teams struggled to share important information, such as order history and product preferences, with other parts of the company as customers moved further along in their journeys.
Searching for a way to unify its customer communication efforts across teams, Vita Green partnered with Omnichat, a Hong Kong-based WhatsApp business messaging partner that specializes in chat-based commerce solutions and technology integrations. Omnichat helped Vita Green implement the WhatsApp Business API, which made it possible for the company to unify all its customer communications (automated chat, marketing messages, ads that click to WhatsApp, QR code-driven games and coupons) in a single channel. Because of the WhatsApp Business Platform integration, Vita Green’s retail and web teams now utilize the same WhatsApp number for marketing, sales and customer service, giving every employee the same visibility into a customer’s product preferences and sales history.
“This centralized management approach has not only streamlined operations, but also enhanced efficiency within the group, as it provides a seamless and integrated chat experience for both employees and customers,” said Honkey So, Head of Customer Engagement, Vita Green.
“With a delivery rate surpassing 90%, WhatsApp has proven its effectiveness in reaching customers. Marketing messages in WhatsApp have allowed us to tailor promotions for individual customers with precision. With the use of WhatsApp’s automated response and chat features, we’re able to gain valuable insights into customers’ product preferences.”
Honkey So
Head of Customer Engagement, Vita Green
Vita Green and Omnichat’s adoption of an automated WhatsApp chat experience for customers helped unify marketing, sales and customer service efforts by enabling personalized marketing and communications tailored to the needs of individual customers. During a three-month period, Vita Green received more than 47,000 customer inquiries via chat, with the vast majority originating from WhatsApp (96%). More than 60% were effectively addressed through automated chat replies, greatly improving customer service team efficiency by reducing the need for one-on-one conversations.
Prior to the integration, Vita Green solely used SMS messages and email to deliver marketing offers to customers. By adding marketing messages in WhatsApp, the team was able to deliver these valuable promotions to customers at a higher success rate, reporting click-through rates of up to 50%. Vita Green and Omnichat reported 35X higher click-through rates and 2X higher open rates for marketing messages in WhatsApp compared to SMS and email.
The WhatsApp Business API integration allowed the team to deliver coupons and entertaining games to potential customers in WhatsApp, resulting in a 4X higher redemption rate for WhatsApp coupons compared to the redemption rate from other channels. Coupon redemption rates for some promotions in WhatsApp reached as high as 33%. By scanning a QR code, customers could participate in a WhatsApp mini game and receive a coupon for online or in-store purchases when finished. Omnichat used this redemption information to build coupon reports containing valuable customer insights for Vita Green.
Their Success
After completing the API integration, Vita Green and Omnichat observed its impact on performance at every stage of the customer journey across a year-long period, from June 2023 to June 2024, and reported:
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A more efficient customer experience
- 60% of customer inquiries successfully addressed with auto-reply in WhatsApp, across a three-month period*
- 35X higher click-through rate for marketing messages in WhatsApp, compared to email*
- 2X higher open rate for marketing messages in WhatsApp, compared to email*
*Results are self-reported and not identically repeatable. Generally expected individual results will differ.
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