In retail and eCommerce industries, repeat sales from loyal customers can be the backbone for growth. Retention can not only bring in cost savings but also considerably set the brand up for long-term success.

In recent times, WhatsApp Business API has become a key tool for brands to improve retention and bring in repeat sales. In this post, we will go over some of the key strategies that can help drive repeat sales through WhatsApp.

Why WhatsApp is perfect for repeat sales

These are some of the major reasons that make WhatsApp a perfect channel to drive repeat sales:

Direct and personalized communication

WhatsApp allows brands to engage customers with highly tailored messages that align with individual preferences, purchase history, and browsing history of each customer.

High open and response rates

Compared to channels like SMS, email, etc. WhatsApp boasts a significantly higher open rate of 98% and a response rate ranging above 40%. In other words, customers are more likely to engage with messages received on WhatsApp, improving conversion rates for your repeat sales efforts.

Seamless shopping experience

Features such as product catalogs, order placement from WhatsApp, WhatsApp pay, or integrations with secure payment gateways, etc., make for a simplified and seamless shopping experience.

Rich media support

WhatsApp also allows businesses to engage customers and influence their purchase decisions through rich media support such as images, videos, catalogs, interactive buttons, etc., increasing the chances of driving sales.

Convenient reordering

With WhatsApp, businesses can significantly simplify reordering by sharing automated restock reminders, subscription renewals, simplified re-order flows, etc. Additionally, enabling one-click ordering makes repurchasing easier and more tempting for customers.

Building a strong customer relationship on WhatsApp

By following these strategies, you can build stronger, more meaningful relationships with customers on WhatsApp:

Personalized messages and recommendations

Around 72% of customers say that they are willing to engage with WhatsApp marketing messages when they are personalized. Share tailored promotional content or product suggestions to customers by using the data you already have on them, such as purchase history, interests, behavior, preferences, past interactions, etc. Such personalized messages can create a sense of exclusivity and, hence, make the customer feel more valued as a loyal customer.

Loyalty programs and exclusive offers

Loyalty programs and exclusive offers are guaranteed strategies that can bring in repeat customers as they are structurally designed in a way that rewards regular purchases and interactions with a brand. And WhatsApp’s direct and personal nature, along with its features, make it an ideal channel to deliver such offers that encourage long-term engagement.

Post-purchase engagement

Boosting repeat purchases ultimately requires consistent engagement after purchases, as this can help in building and maintaining a strong relationship with the customer. 

After an order is placed, you can share automated order confirmation messages or share timely updates. You can even share a post-delivery feedback request, letting the customer know that their opinion is valued. A good example of this is the oral care product brand Perfora, which effectively uses WhatsApp automation and personalization to collect feedback 2x better than on channels like email.

Interactive content

Engaging customers is more effective when the content is not static, so include interactive elements such as product recommendation carousels, polls, quizzes, product tutorials, etc., to make the experience more enjoyable. These interactions also offer you a subtler yet efficient way to gain insights into customer preferences while nudging them towards repeat purchases.

Customer support and assistance

Providing quick, efficient, and reliable customer support on WhatsApp is a way to improve customer satisfaction and trust and, hence, is an effective way to improve the likelihood of future purchases and brand loyalty. This can be done in the form of faster query responses, proactive assistance, and guided shopping experiences.

Ways to automate your repeat sales process on WhatsApp

These are some of the major ways in which you can automate your WhatsApp repeat sales process: 

WhatsApp chatbots for instant replies

Automating customer interactions with chatbots is a great way to ensure faster response to common queries and instant order updates, product recommendations, etc. A well-designed WhatsApp chatbot can even guide customers through the whole buying process, improving the chance of repeat purchases without needing human intervention.

Automated order reminders

You can set up automated reminders to remind customers when it might be time to replenish their frequently bought products. For example, a skincare brand can send a reminder to a customer around the time when the product is likely to run out, making for seamless reordering.

Scheduled promotional campaigns

You can also schedule and automate your promotional messages for seasonal or personalized discounts instead of manually sharing them. Timely, relevant, and targeted promotional messages are more likely to inspire desired-action and repeat purchases.

Abandoned cart recovery

Abandoned carts are a major issue for any retail or eCommerce brand. With WhatsApp automation, customers can be alerted about the pending purchases in their cart and offered incentives such as limited-time discounts, free shipping, etc., to recover these lost sales.

Subscription and reorder notifications

Businesses that offer a subscription-based or consumable product type have a lot riding on repeat purchases and, hence, cannot afford to have any form of churn. Such retail and eCommerce brands can automate their WhatsApp messages, reminding customers of upcoming renewals. This can be made even more simple by offering a one-click reorder option that significantly eases the purchase experience.

Measuring success: How to track repeat sales on WhatsApp

Here are a few ways in which you can measure the success of your repeat sales strategies on WhatsApp: 

Key metrics to monitor

Track key metrics like repeat purchase rates, customer retention, and engagement metrics such as message open rates, response rates, click-through rates, etc, to gauge the success of your WhatsApp messaging campaigns.

Using UTM tracking and analytics tools

Attach UTM parameters to your WhatsApp campaign links and leverage analytics tools to measure customer actions, conversions, and overall performance of your campaigns.

Customer feedback and surveys

Regularly collect customer insights through quick WhatsApp surveys or feedback requests. This will help in understanding what drives repeat sales, how satisfied the customers are, as well as potential areas for improvement.

A/B testing different messaging strategies

One-size-fits-all solutions do not exist for customer retention and boosting repeat sales. So, try out different messaging formats, timing, frequency, content strategies, incentives, etc., to see what resonates well with customers and drives repeat purchases.

Integrating WhatsApp with CRM and eCommerce platforms

Sync WhatsApp with your CRM system, like Zoho, and eCommerce platforms such as WooCommerce or Shopify. This can allow businesses to seamlessly track customer journeys, automate follow-ups, and optimize customer retention strategies.

Conclusion

Retention in the retail and eCommerce industries relies heavily on timely and relevant communication. In a crowded market, a growing business can only maintain timeliness with smart automation in place – and for that, you need the WhatsApp Business API. 

 

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