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Twilio > 实例探究 > 推动转化和客户参与:Magalu 凭借 Twilio Flex 和 WhatsApp 取得成功
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Driving Conversion and Sales with Twilio Flex and WhatsApp: A Case Study on Magazine Luiza

技术
  • 网络与连接 - 5G
  • 平台即服务 (PaaS) - 应用开发平台
适用行业
  • 电子商务
  • 零售
适用功能
  • 产品研发
  • 销售与市场营销
用例
  • 零售店自动化
  • 盗窃检测
挑战
Magalu 面临着在数字平台上的客户服务中保持人性化热情的挑战,特别是随着市场的增长和新卖家的加入。
关于客户
Magalu 是巴西最大的零售连锁店,也是世界上最大的公司之一。他们拥抱电子商务并推出了自己的市场,以允许其他商店通过他们的平台销售产品。他们已成功在其平台上吸引了 200,000 名卖家。
解决方案
Magalu 制定了一项战略,重点改善与客户的四个接触点:吸引力、入职、关系和保留。他们在社交网络上实施了 Click to WhatsApp 广告,以吸引新客户,并允许潜在卖家在 WhatsApp 上使用 Magalu 发起消息。他们将注册过程的通信方式更改为 WhatsApp 消息,从而可以更快地注册。他们还实施了 Twilio Flex 来提供入职和财务合同支持。此外,他们还在 WhatsApp 中开发了一个聊天机器人,用于回答卖家的常见问题并提供个性化帮助。
运营影响
  • The implementation of the WhatsApp Business Platform and Twilio Flex has significantly improved Magalu's operational efficiency and customer service. The shift from email to WhatsApp for communicating the next steps of the registration process has resulted in a faster onboarding process for new sellers. The use of WhatsApp for communication has also ensured that sellers are more engaged with the platform, as they can easily access promotions and news about Magalu. The chatbot developed within WhatsApp has further enhanced customer service by providing immediate responses to sellers’ frequently asked questions and directing them to a live Magalu agent when necessary. This has not only improved the customer experience but also increased the efficiency of the customer service team. The company is continuously evolving its use of WhatsApp for retention on the Magalu Marketplace and plans to offer the ability to hire personalized services within WhatsApp in the future.
数量效益
  • The percentage of people who signed up for Marketplace and were ready to sell more than doubled, from 21% to 46%.
  • The use of WhatsApp guaranteed 19.8% more sales volume.
  • The Marketplace has grown to support 200,000 sellers.

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