UK-based retail wholesaler

We work with an UK-based wholesaler with a strong customer base made up of multi-store and single-ownership independent retailers.

The wholesaler wanted to test whether WhatsApp Business messaging could drive immediate, measurable action from independent retailers using an in-message order flow. Customers receiving the message would need to tap the call to action and fill in the form that appeared on the screen to complete the order.

The offer was backed up for a strong POR offering (between 20 and 23% depending on the segment the customer receiving the message is in) to provide an incentive to redeem the offer. The deadline and call to action was clearly communicated so customers knew what to do to take advantage of the deal.

Communicating this offer on WhatsApp was a great way to get it out to customers quickly and effectively, and not relying on an online-ordering portal log-in, lower-engagement emails or face-to-face interactions.

The promotional message earned an 81% open rate, with a 21% flow engagement rate. This delivered a profit of more than £4,500 on what was a targeted send that cost a small fraction of that to send.

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Driving tangible returns from WhatsApp activity

engagement rate for the WhatsApp Flow redemption form

profit based on a small outlay to send the promotional message

message open rate, highlighting the reach of WhatsApp

How to generate ROI using WhatsApp

What made this WhatsApp message so effective?

A clear offer order that was well-communicated helped to inspire customers to act quickly after receiving the message, while instructions were simple to follow, making redemption as frictionless as possible. When it comes to sending a WhatsApp message – a traditionally quickly digested mode of communication – it’s important to be succinct and carry a strong incentive that feels too good to ignore.

Is this success easy to replicate?

Yes. With a highly engaged WhatsApp Business API channel, it’s possible to send multiple messages that drive direct ROI like this one as part of a successful content plan. Best practice is to create a messaging strategy that includes a variety of content to keep people engaged, so they are reading and acting regularly on messages.

How does a WhatsApp Flow work?

A WhatsApp Flow is something that can only be accessed using WhatsApp Business API platforms and allows businesses to send messages that can process orders, run event registrations or compliance checks. A WhatsApp Flow is an in-chat, step-by-step form experience that is simple to use – allowing customers to tap on a call to action, fill in information and submit a response without leaving WhatsApp.