The Good endwhich this year will take place from November 18 to 21, is an event in which 6 out of 10 Mexicans admit that they buy products of various types and categories.
But users want to make their purchases from their smartphone and use the same apps they use to communicate with their friends and family on a daily basis, such as WhatsApp, but now to contact brands.
To verify this, data compiled by Auronix indicates that WhatsApp, to mention an example, is a platform with a 98% opening of messages and a 50% click rate (Click Through Rate).
5 steps to follow before, during and after the Good End
Therefore, the following are 5 basic steps to follow for businesses that seek to create a closer bond with consumers and offer more fluid and personalized service and sales experiences:
1. Publish your catalog of promotions
Through promotional campaigns through WhatsApp messages, brands can refer users to their conversational experiences and show, once the interaction begins, the catalog of promotions that will be available during the temporary period.
In this way, consumers, before the assigned dates, can find out about the offers that will be available and motivate their purchase intention even more.
2. Make a VIP presale
El Buen Fin begins on November 18, but brands can ‘advance’ this season with a presale focused on a select group of ‘friends’, who may be the brand’s most frequent customers.
But to make these users feel like they are really ‘friends’ of the brand, then they should be contacted through the channel in which they contact their friends in real life: WhatsApp. Doing it from such a close channel has a conversion of about 10%.
3. Personalized offers by WhatsApp
Since the season has started, then it’s time to send the available promotions to users through a template through a highly effective channel, contrary to traditional emails or SMS messages.
Since last September 7, these types of templates are created, edited, and approved almost instantly. This is essential so that, in the event that a campaign does not have the expected engagement, it can be modified and/or changed for a completely new one in a short time, and thus not lose the attention of users.
4. Assisted selling
It is not enough to warn the user that you have low prices: every time the customer is inside your store, they must feel accompanied by the brand.
For this reason, it is necessary to offer an instant contact in case the user has doubts, and what better way to do it through WhatsApp. For this reason, we recommend the implementation of a floating button for this app: that little bubble that invites the buyer to contact you by chat if they have any questions and get a resolution of their question, either automatically.
Just as in physical purchases there is an advisor who helps you solve doubts in real time, this button with a properly attended conversation will replicate the offline experience but on a digital level.
5. Recover abandoned carts
Of course, not all purchases are successful, and there is a high percentage of customers who leave the shopping cart full of products without completing the transaction. Globally, according to Kibo Commerce, the average number of shopping cart abandonments is 80%, with those that start on social networks having the highest abandonment rate.
For this reason, it is important that brands send notifications to the user reminding that they left products without buying in an abandoned cart, to invite them to return and even offer an additional promotion regarding that product, if one is available.
Bonus: Cross-selling and loyalty
Let’s imagine that there is a user who bought successfully and used the brand’s messaging channels to support him during that process: leaving him forgotten would be a mistake. To make that interaction continue and continue to translate into purchases, companies must use messages to send recommendations of products similar to those previously purchased.
This cross-selling strategy is possible when chatbots with artificial intelligence are used, which collect data and create user profiles to get to know them better and issue new, increasingly personalized recommendations. In addition, users can receive coupons and/or rewards from their loyalty programs from WhatsApp, a platform in which these are up to 4 times more effective than on websites.
This is much easier when you have a technological partner, which integrates with CRM platforms such as Salesforce or HubSpot, making it easier to implement and manage conversational strategies.
WhatsApp, and other instant messaging platforms, are revolutionizing the way consumers shop online. The above are just some of the features and use cases that apps like WhatsApp have for companies, positioning themselves as a channel with high efficiency and response levels that other contact methods do not have.
Rodrigo Guzman With more than 15 years of experience in the financial and telecommunications area, Rodrigo, Commercial Director of Auronix, is passionate about technology and innovative solutions.