Segmented communication for cast-iron cookware enthusiasts

LAFONT uses segmentation and mass campaigns to engage customers with cast-iron cookware.

Household utilities Mass campaigns Segmentation Integração Nuvemshop Engajamento Fidelização

Summary: Helps keep customers informed, creates repurchase cadence, organizes campaigns by segment, and reduces manual work in managing communications—ensuring a more strategic and efficient approach.

A feature connected to the customer's real workflow.

LAFONT is an Argentine brand that offers a collection of kitchenware made of porcelainized cast iron, sold online via Nuvemshop and shipped nationwide. Its target audience is home consumers, cooking enthusiasts, and home cooks who value quality and durability. Improve customer communication through segmented campaigns to increase engagement, avoid spam, and promote repeat purchases of the kitchenware.

Use the WPP Marketing platform to create mass campaigns with tag-based segmentation that identifies audiences such as new customers, at-risk customers, inactive customers, recent buyers, and top customers. Integration with Nuvemshop for data synchronization and sending personalized messages.

01 evita comunicação genérica e spam

02 mensagens personalizadas por segmento

03 organização eficiente das campanhas

04 reduction of manual work

The project turns conversation into an operational process.

The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.

Maintain effective, personalized communication with different customer profiles, avoiding generic messages that may be perceived as spam and reducing manual work organizing campaigns. Implement segmented mass campaigns via WPP Marketing, using tags to separate audiences and integrating with the ecommerce platform to sync data and automate message sending.

WPP Marketing resources used.

This reading comes from the configuration available in WPP Marketing and is displayed publicly, without real sales numbers, messages, or revenue.

Mass messages Customer segmentation

Bulk messages: there are signs of campaigns or sends configured for active communication.

Segmentation: use labels to separate audiences and campaigns

Recent use: Mass messages: one-time use

How it works for the customer.

The flow shows how campaigns can be sent to the right audiences, reducing generic communication and avoiding a spammy experience.

Audience segmentation for targeted campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Segmentacao do publico para campanhas direcionadas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

segmentação por etiquetas para separar públicos Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

envio de campanhas em massa direcionadas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

integration with e-commerce platform This step keeps service, sales, campaign or support connected to the conversation history.

automated message blast This step keeps service, sales, campaign or support connected to the conversation history.

monitoramento qualitativo do uso das campanhas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Next steps for setup.

segmentation increases message relevance

evitar spam melhora a percepção da marca

ecommerce integration simplifies management

campaigns organized by profile optimize results

Expand the use of automations to include abandoned cart messages, orders, and repurchase prompts, and explore review and support features to further enhance the customer experience.

Want to apply WPP Marketing to your company's WhatsApp?

WPP Marketing structures automations, campaigns, customer service, recovery, repurchase, post-sale and integrations for the brand's real-world operations.

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