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Infobip > Case Studies > Primer Group: Boosting Sales by 225% with Viber Business Messaging
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Primer Group: Boosting Sales by 225% with Viber Business Messaging

Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Retail Store Automation
The Challenge
Primer Group, a conglomerate with a diverse portfolio of lifestyle, travel, fashion, and wellness brands, faced the challenge of transitioning to eCommerce amidst the surge of online shopping platforms like Lazada and Shopee. The company struggled with how to communicate to their offline customers about their online stores and how to engage with them continuously once they were online. Operating 400 stores and offering 150 monobrands, Primer was overwhelmed with a wealth of data and lacked the analytical tools to maximize and check the value of their massive database beyond campaign revenue. The closure of their brick-and-mortar Bratpack stores due to pandemic measures further necessitated the need to move their CRM online and convert their loyal customers into eCommerce shoppers.
About The Customer
Primer Group is a conglomerate of companies with a joint mission of bringing the best lifestyle, travel, fashion, and wellness product brands to their customers. Headquartered in Manila, Philippines, Primer is present in 10 countries from Southeast Asia to Australia and the UK. The group has a diverse portfolio, including industrial products and services, as well as energy efficiency services. Bratpack is a Prime Group lifestyle concept store, catering to younger buyers – from students to anyone who feels young at heart. The company operates 400 stores and offers 150 monobrands.
The Solution
Primer Group turned to Viber Business Messaging from Infobip to engage their target market segment, which was predominantly using chat apps. This solution not only helped drive customers towards eCommerce but also humanized the brand image by creating dynamic engagement with customers. Infobip's reporting features enabled Primer to validate user data and monitor campaign effectiveness, while its intuitive dashboard facilitated the implementation of blasts. For Bratpack, Viber introduced the capability to connect with offline customers and offer them more shopping options with direct links and exclusive offers. To promote the new channel, Bratpack offered a discount voucher over the eCommerce site with a Viber code, redeemable only by customers who received the code over Viber.
Operational Impact
  • The use of Viber Business Messaging introduced a new level of customer engagement for Primer Group, improving customer journeys and increasing eCommerce traffic and revenue. The company was able to connect with customers using more humanized messaging and by creating more engaging campaigns, resulting in higher customer attraction and better customer engagement. The ability to track active users helped Primer to focus their messaging spend on active customers only. By moving campaigns from email to Viber, Primer’s campaigns became more effective. The automated reports provided insights on customer engagement, delivery rates, conversion rates, and sales targets, making data-driven decisions simpler than ever.
Quantitative Benefit
  • 225% increase in monthly sales
  • 401% achievement of sales targets
  • 53% of users redeemed codes for high customer engagement

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