Repeat orders up to 34% and a 4.1L Diwali week

The challenge

A Chennai food brand selling traditional Indian foods online was using WhatsApp and email as a noticeboard. Every customer got the same broadcast whenever there was an offer to announce. After the first order, the brand never spoke to a customer individually again.

Only 12% of customers ever placed a second order. Of the carts left behind, 8.1% were recovered. For a food brand that is an expensive gap, because people reorder what they liked when they run out, and the brand was leaving that moment to chance.

The approach

Webzenia built the messaging around what happens after an order. A six-step WhatsApp flow on the Business API covered the order confirmation and delivery update, asked how the food was, shared a serving idea, asked for a review, and sent a reorder reminder timed to when the pack would be running low.

Abandoned carts got three messages: a reminder soon after, a second with reviews of the product left behind, and a last one before the cart expired.

Festive campaigns were planned on a calendar instead of at the last minute. Diwali, Pongal and Onam each got their own sequence, sent to the customers most likely to be buying for that festival. A Pongal offer makes sense to a customer in Chennai and much less to one in Delhi.

The results

Repeat orders went from 12% of customers to 34% in 4 months. Customers now hear from the brand at the point they are likely to need more.

Cart recovery rose from 8.1% to 23.4%. Nearly three times as many abandoned carts now turn into orders.

The Diwali sequence brought in Rs. 4.1 lakh in 7 days. WhatsApp messages were opened 84% of the time, so the festive offers reached people who actually read them.

The stack behind it

• WBWhatsApp Business APILifecycle
• EmEmailLifecycle