+155%
more conversions bot vs sales call center
32%
click through rate CTA
25%
opt-in rate for follow on promotions
COMPANY
Hello Fresh is a meal kit company, which delivers prepped ingredients and offers easy-to-make recipes.
INDUSTRY
Meal Kit
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
Click to WhatsApp ads
Direct your audience from your Facebook ads to WhatsApp with one click.
Retargeting messages
Send notifications to opted-in users for ongoing engagement.
Direct message automation
Automate your customer journey on WhatsApp and convert high intent audiences.
Entry points
Facebook ads, organic search, social entry points, owned and offline channels.
RESULTS
+155%
more conversions bot vs sales call center
32%
click through rate CTA
25%
opt-in rate for follow on promotions
CHALLENGE
Hello Fresh's messaging strategy solves the major challenges food delivery brands face with customer acquisition and loyalty program engagement
As a food delivery platform, it’s not easy to win customers within a competitive environment, where there are many options available.
So how did messaging help marketers at Hello Fresh connect with their audiences and increase order volumes with discounts sent via WhatsApp?
Cost per order
Reduce cost per first order in mature and growing markets with 1:1 social commerce experiences that qualify and convert users.
Customer signals
Collect customer signals to improve personalization and increase order frequency with hyper relevant offers.
Audience growth
Activate younger customers on their preferred channel and seed new high value lookalikes using offer campaigns.
Ongoing engagement
Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.
CUSTOMER JOURNEY
Hello Fresh engages customers with a one to one conversational journey across the customer lifecycle
Here’s how Hello Fresh transformed their customer journey from start to finish.
It shows you how to build audiences with Click to WhatsApp ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them with notifications to increase customer lifetime value.
1 | Build audience
with paid ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert users
by sending personalized offers to the right person at the right time in a private channel.
4 | Send 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
Hello Fresh captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Sending personal discounts via WhatsApp through a guided experience helps Hello Fresh capture zero party data on customer preferences. They use this to personalize the buyer journey in real-time and send additional personalized recommendations.
Below is an example of how Hello Fresh structures the data from chat to build audience segments and re-engage customers one to one with push notifications from WhatsApp.
Customer profile
Virag Willis
First seen: September 20, 2022
Source: Click to WhatsApp Facebook ad
Source: Click to WhatsApp Facebook ad
IMPACT
Hello Fresh increased their order volume and customer loyalty with personal discounts sent via WhatsApp
Hello Fresh offered personalized discounts to customers who clicked to chat with them on WhatsApp.
The discounts encouraged customers to start a conversation, while Hello Fresh was able to collect zero party data to further personalize their customer journey. As the majority of discount coupons were redeemed, the company managed to increase their order volume.
Besides increasing revenue, Hello Fresh also improved their customer loyalty program by sending regular pro tips about their services and additional coupons via WhatsApp. This significantly increased engagement and converted a less active audience.
Talk to a conversational specialist about private loyalty offers and deals
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