7,5%
avg. conversion rate from WhatsApp
41%
avg. opt-in for ongoing notifications
COMPANY
Daraz Group is South Asia’s leading eCommerce platform. It sells products to 40 million active monthly users across eCommerce stores in Pakistan, Bangladesh, Nepal, Sri Lanka, and Myanmar.
INDUSTRY
eCommerce
USE CASE
Private Loyalty Offers and Deals
Acquire new customers and increase customer lifetime value with personal deals and coupons sent directly on messaging apps customers use every day.
MESSAGING CHANNELS
SOLUTIONS USED
CRM upload
Build a directly reachable audience on WhatsApp by uploading phone numbers.
Retargeting messages
Send notifications about actual deals to opted-in users.
Direct message automation
Automate your customers journey on WhatsApp and convert high intent customers.
RESULTS
7,5%
avg. conversion rate from WhatsApp
41%
avg. opt-in for ongoing notifications
CHALLENGE
Daraz messaging strategy solves the major challenges retail and ecommerce brands face with CRM marketing & loyalty program engagement
Re-engaging dormant customers is a struggle for lifecycle marketers.
Many people limit, or completely turn off, mobile app notifications on their phones. And even when notifications are turned on, it’s not easy to compete for attention among the many notifications apps send on a daily basis.
With email engagement rates suffering and increasingly limited insights in customer activities, marketers need to find new ways to engage their audiences and increase customer LTV.
So how did messaging help eCommerce marketers at Daraz connect with their audiences and increase order volumes with discounts sent via WhatsApp?
Increase reachablity
Engage customers on their preferred messaging channel to get 80% open rates and 35% CTR for notifications on average.
Grow customer LTV
Drive continuous value with a directly reachable messaging audience you can upsell and cross-sell using recurring notifications.
Send private offers
Share coupons with qualified buyers in private channels vs public discounts that lower profit margins and web traffic quality.
Collect Customer signals
Get zero party data on preferences to improve personalization and increase order frequency with hyper relevant offers.
CUSTOMER JOURNEY
Daraz engages shoppers with a one to one conversational journey across the customer lifecycle
Here’s how Daraz transformed their customer journey from start to finish.
It shows you how to upload CRM contacts to build an audience on WhatsApp, how to engage and qualify them, typical conversion paths, and then how to re-engage them with notifications to increase customer lifetime value.
1 | Upload CRM contacts
using phone numbers to build a directly reachable audience list on WhatsApp Business.
2 | Send notification
to opted-in users to trigger a one to one conversation on WhatsApp.
3 | Qualify and convert
by sending personalized offers in private DMs based on zero party data shared in chat.
4 | Re-engage with notifications
on their preferred messaging app to drive ongoing engagement and upsell them.
5 | Increasy loyalty
with tailored and timely offers that grow sales and boost customer LTV.
DATA CAPTURE
Daraz captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Engaging customers in chat via WhatsApp with a guided experience helps Daraz capture zero party data on customer preferences. They use this to personalize the buyer journey in real-time and send personalized recommendations.
Below is an example of how Daraz structures the data from chat to build audience segments and re-engage customers one to one with push notifications from WhatsApp.
This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Customer profile
Josh Raymond
First seen: October 6, 2022
Source: CRM contact upload
Source: CRM contact upload
IMPACT
Daraz achieved a 7,5% conversion rate from WhatsApp and 41% opt-in for recurring notifications
Daraz launched an automated customer experience on WhatsApp using their already existing CRM data. The eCommerce retailer first uploaded their CRM contacts to WhatsApp, and then built a continuously monetizable audience on the app.
Once uploading their customer list, they were able to send notifications to their audience with customized offers and voucher codes to encourage a repeat purchase. The personalized offers activated a wide range audience, which enabled Daraz to increase its order volume while reducing cost per first order.
Among many successes, in Daraz’s re-engagement campaign they were able to:
- Convert 7.5% of recipients into buyers.
- Generate opt-ins for recurring notifications from 41% of customers.
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