In Part 1 of this blog series, we shared four surefire ways to leverage WhatsApp Business in the customer journey. We gave you examples of the types of information you can provide to customers in the Discovery phase to harness the $325 billion opportunity that conversational commerce offers. Driven by ever-changing customer needs, the need for messaging-based customer care solutions will continue to increase.
In Part 2 we’re looking at the second phase of the customer journey, the Purchase phase. Let’s explore how implementing WhatsApp Business can boost your sales and increase revenue.
Two-way communication is key in the Purchase phase! It’s all about making it super easy for the customer to reach their goal: be it to complete a purchase or schedule an appointment. It’s about bridging the gap between service and sales, between conversation and conversion.
When used correctly, messaging can result in a truly ‘guided shopping experience’. Compelling evidence of its positive effects can be found as far back as 2015. Research by Forrester found that for customers who use real-time chat before making a purchase, there is a 10% increase in average order value, a 48% increase in revenue per chat hour, and a 40% conversion rate increase.
Here are a few examples of how you can leverage WhatsApp messaging in the Purchase phase.
Jamie just found the perfect pair of shoes but their size is out of stock. To find out when the shoes will be available, Jamie messages the store via WhatsApp Business. It turns out that there is no known restock date, but the shopping representative offers a few alternatives available in their size. This customized experience leads Jamie to buy a different pair of shoes than planned in the right size, ensuring a sale for the store.
Erin is ready to buy an e-reader and a smart cover online. At checkout, there is no shipping information. Erin clicks the chat button, powered by WhatsApp Business, before paying to ask when the package will arrive. The customer service agent answers that orders are generally delivered the next day. Erin is happy with this information and completes the purchase.
Many local restaurants made the switch to offering delivery during the COVID-19 lockdowns. With the help of WhatsApp Business, these businesses can serve customers like Jordan who loves their specialty sandwiches. All it took was a quick message via WhatsApp to place an order and trigger a delivery.
Before visiting the local hardware store, Alex wants to make sure they have the drill needed for a DIY kitchen renovation. Thanks to WhatsApp Business they can send a message directly from a smartphone. Instead of waiting for a response, they can continue sanding down the cupboards and check for a response when it’s convenient. When Alex checks 20 minutes later, they already see confirmation from the store that the drill is in stock. They confirm it’s the right one and receive a payment link directly in the WhatsApp conversation. All that’s left is to pay and head to the store for pickup.
Hopefully, this gives you a good overview of the different ways you can use WhatsApp Business in various situations for the Purchase phase. Still, want to learn more about WhatsApp Business and how to leverage it as a customer service channel with a single or multiple agents?