Industry Background & Challenge
A premium jewellery brand struggled to showcase its vast inventory to online customers. Their website was static, but customers wanted to see detailed photos and ask specific questions about weight and purity before visiting the store.
Why WhatsApp Was Chosen
Jewellery shopping is conversational and visual. WhatsApp's Catalogue feature allowed them to showcase products directly within the chat, encouraging impulse inquiries.
How WhatsApp API Was Implemented
They synced their inventory with Facebook Catalog Manager, which populated the WhatsApp API Catalogue.
Automation & Workflows Used
- Catalogue Sharing: When a user asked "Do you have diamond rings?", the bot automatically sent a Multi-Product Message (MPM) displaying the top 10 designs.
- "Get Price" Button: Since gold prices fluctuate, they hid prices. Users clicked "Get Price," initiating a high-intent conversation.
- Video Consultation Booking: High-net-worth clients could book a video call directly via WhatsApp to see the jewellery live.
Measurable Outcomes
- 40% Increase in Inquiries: The friction-less browsing experience encouraged more people to start a chat.
- Higher Conversion Rate: Conversations started via Catalogue had a 3x higher conversion rate than website forms.
- Better Walk-ins: Customers came to the store knowing exactly what they wanted to see.
Key Learnings
For visual, high-ticket products, bring the showroom to the customer's phone. Frictionless browsing leads to conversation, which leads to sales.