Segmented messaging and automations that strengthen the shopping experience

Fofita Oficial uses automations and segmentation to optimize communication and retain customers.

Footwear Automação Segmentation Recuperação de carrinho Repurchase Mass campaigns

Summary: The solution helps recover sales opportunities, reduces the team's manual work, keeps customers informed about their orders, and creates an efficient repurchase cadence, strengthening relationships and customer loyalty.

A feature connected to the customer's real workflow.

Fofita Oficial is an online store specializing in premium-quality women's footwear, focused on fast and secure shipping throughout Brazil. Its target audience is women interested in quality shoes who value a safe and efficient shopping experience. The program aims to improve customer relationships, reduce cart abandonment, keep customers informed about their orders, and encourage repeat purchases, all while avoiding generic communications and spam.

The company uses automations set up for abandoned cart recovery, order confirmation and updates, cancellations, and repurchase with coupon. It also runs mass campaigns segmented by tags that identify different customer profiles, such as new, at-risk, inactive, and recent purchasers.

01 recovers sales opportunities

02 reduces manual work

03 mantém clientes informados

04 cria cadência de recompra

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, reduce cart abandonment, and encourage repeat purchases in a competitive premium women's footwear market. Implement automations for cart recovery, order confirmation and updates, cancellations and repurchases, combined with segmented campaigns that use tags to target specific audiences.

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.

Order cancellation Recuperacao de carrinho abandonado Repurchase with coupon Atualizacao de envio Confirmacao de pedido Mass messages Customer segmentation

Order cancellation

notifies customers about cancellations and opens the way for support

Active automation · with media

Recuperacao de carrinho abandonado

recover customers who started a purchase but didn’t finish

Configured time: 60

Repurchase with coupon

re-engage customers after purchase with return incentives

Configured time: 7

Atualizacao de envio

keeps the customer informed about shipping and tracking

Active automation · with media

Confirmacao de pedido

automatically confirms approved orders

Active automation

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

Recent use: Order Shipping: one-time use

Recent use: Cart Recovery: 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.

abandoned cart recovery automation This step keeps service, sales, campaign or support connected to the conversation history.

automatic order confirmation This step keeps service, sales, campaign or support connected to the conversation history.

atualização de envio e rastreamento This step keeps service, sales, campaign or support connected to the conversation history.

order cancellation notices This step keeps service, sales, campaign or support connected to the conversation history.

repurchase incentive with coupon This step keeps service, sales, campaign or support connected to the conversation history.

tag-based 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.

Next steps for setup.

segmentation increases message relevance

automação reduz esforço manual e melhora a experiência do cliente

Keeping the customer informed strengthens brand trust

mass campaigns can be efficient when correctly segmented

Expand the use of automations to new stages of the sales funnel, run segmented campaigns more frequently, and integrate new channels to broaden the reach of personalized messages.

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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