Segmented communication that values the customer's experience
Indumentaria Wassa uses segmentation and mass campaigns to engage female fashion customers with relevant messages.
Summary: Reduction of manual work in campaign management, better organization of actions by segment, keeping the customer informed and engaged, and creating an efficient cadence for repurchase.
A feature connected to the client's real routine.
Indumentaria Wassa is an Argentine women's clothing store that offers a wide variety of models emphasizing quality and design. The target audience is women interested in current fashion, seeking high-quality women's apparel pieces. The store offers special purchasing conditions, such as installment plans and discounts, and uses an integrated ecommerce platform to facilitate operations. Engage the segmented female audience with relevant messages to increase loyalty, avoid generic communication, and create a repurchase cadence.
Use of mass campaigns with segmentation by tags to separate audiences, such as new customers, at-risk customers, inactive customers, recent buyers, and best customers. Messages are sent in a segmented manner to avoid spam and improve the customer experience.
The project transforms conversation into an operational process.
The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.
Avoid sending generic messages that could be perceived as spam, maintaining relevant communication for different customer profiles and encouraging repurchase in a competitive women's fashion market. Implementation of detailed segmented mass campaigns using tags for specific audiences, ensuring each customer receives appropriate messages based on their profile and stage in the buying cycle.
WPP Marketing resources used.
This readout comes from the settings available in WPP Marketing and is publicly displayed, without real sales numbers, messages, or revenue.
Mass messages: there are signs of campaigns or messages configured for active communication.
Segmentation: uses labels to separate audiences and campaigns
Recent use: Mass messages: recurring use
Recent use: Welcome: one-time use
How it works for the customer.
The flow shows how campaigns can be sent to specific audiences, reducing generic communication and avoiding spam experiences.
Next steps in the setup.
Segmentation is essential for effective communication
Avoiding spam improves brand perception
Automation reduces manual effort
Personalized campaigns increase engagement
Activate welcome automations for new customers and expand segmentation to include abandoned cart and repurchase messages, further enhancing customer relationships.
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