Segmented communication that enhances the customer experience

Indumentaria Wassa uses segmentation and mass campaigns to engage women's fashion customers with relevant messages.

Fashion & accessories Mass campaigns Segmentation Comunicação segmentada Ecommerce Automação

Summary: Less manual work managing campaigns, better organization of actions by segment, keeping the customer informed and engaged, and creating an efficient cadence for repurchase.

A feature connected to the customer's real workflow.

Indumentaria Wassa is an Argentine women's clothing store offering a wide variety of styles with an emphasis on quality and design. The target audience is women interested in current fashion, seeking high-quality women's apparel. The store offers special purchase terms, such as installment payments and discounts, and uses the integrated ecommerce platform to streamline operations. Engage the segmented female audience with relevant messages to increase loyalty, avoid generic communication and create a repurchase cadence.

Use mass campaigns with tag-based segmentation to separate audiences, such as new customers, at-risk customers, inactive customers, recent buyers, and top customers. Messages are sent in a segmented way to avoid spam and improve the customer experience.

01 Avoid generic communication and spam

02 Custom messages by segment

03 Keep customers informed and engaged

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.

Avoid sending generic messages that may be perceived as spam by keeping communication relevant to different customer profiles and encouraging repeat purchases in a competitive women's fashion market. Implement mass campaigns with detailed segmentation using tags for specific audiences, ensuring each customer receives messages appropriate to their profile and stage in the purchase cycle.

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: recurring use

Recent use: Welcome: 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.

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

Messages adapted to the customer's profile and stage This step keeps service, sales, campaign or support connected to the conversation history.

Ecommerce integration for up-to-date data This step keeps service, sales, campaign or support connected to the conversation history.

Next steps for setup.

Segmentation is essential for effective communication

Avoiding spam improves brand perception

Automation reduces manual effort

Personalized campaigns boost engagement

Enable welcome automations for new customers and expand segmentation to include abandoned cart and repurchase messages, further strengthening customer relationships.

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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