How to make WhatsApp your store’s best ally
WhatsApp is much more than just a messaging app, and brands know it. Using this tool adds a new dimension to your communication and loyalty strategy. Whether for direct contact with customers, engaging your community, or strengthening after-sales service, WhatsApp is a real asset. In this article, we explore how brands use WhatsApp to enrich customer relationships and give their store a unique voice.
WhatsApp: an essential communication channel
WhatsApp has over 2 billion active users worldwide. Its massive adoption makes it a preferred tool to connect with a diverse audience.
While emails are often ignored or read later, 80% of WhatsApp messages are read within 5 minutes of being sent. Even more impressive, the average open rate is 98%.
Using WhatsApp as a customer contact channel
A simple and effective way to use WhatsApp for your online store is as a direct contact channel. Many customers prefer asking quick questions without forms or emails. Here are a few examples:
- Responsive after-sales service: offer customer support via WhatsApp to handle product questions, complaints, or information requests. This direct communication allows for faster, more personalized problem resolution.
- Advice and assistance: customers often have questions before buying, and WhatsApp can act as an advisor. You can guide them in choosing products or direct them to specific catalog items, like a virtual assistant. Decathlon uses WhatsApp to connect customers with store staff for quick answers.
Building a community around your brand
WhatsApp is more than a customer service tool – it’s also a way to engage your brand and build loyalty. Creating a community fosters trust with your customers through features like:
- Creating WhatsApp Channels: channels are an innovative way to engage your community. You can create thematic groups where customers share experiences, ask questions, and get tips. Brands like Lush Cosmetics use WhatsApp to run beauty and wellness discussion channels, offering exclusive tutorials and advice.
- Sharing exclusive content: give loyal customers exclusive content via WhatsApp, such as promotions, pre-orders, or sneak peeks. This creates a sense of privilege and strengthens loyalty.
- Organizing events and promotions: WhatsApp is ideal for promoting special campaigns, events, or ads. Create engaging messages with strong visuals to invite customers to participate.
WhatsApp Business: where to start?
WhatsApp Business is the version designed for companies. You can create a business profile with key information like your store address, website, and opening hours. Here are some tips:
- Setting up automated replies: WhatsApp Business lets you set automated responses for common questions, giving customers instant replies even when you’re unavailable.
- Tagging contacts: organize your contacts into categories (prospects, current orders, after-sales, etc.) with tags. This helps personalize interactions and target communication.
- Creating product catalogs: you can add a catalog viewable directly in the app. Customers browse products and ask questions without leaving the chat.
Keep your communication human. WhatsApp is primarily a personal messaging app. Your tone should be warm and close while remaining professional. Don’t overwhelm customers with promotional messages – focus on useful information. And remember, fast responses are essential. Customers expect quick replies, especially for after-sales or product advice.
Examples of brands using WhatsApp
- Carrefour: this supermarket chain created a personalized chatbot that lets customers enter their zip code to find the nearest store. They then receive a digital promo catalog tailored to their location via WhatsApp.
- Air France: the airline has made WhatsApp its second main digital channel. With an intelligent chatbot, Air France provides travelers with relevant flight info, upgrade options, and available services.
Conclusion
Ready to make WhatsApp a pillar of your loyalty strategy? With WhatsApp Business features and effective practices, you can turn every interaction into an opportunity to enrich customer relationships and grow your brand. Adopting WhatsApp also sets you apart, offering responsive service and personalized communication that truly stands out.
