Learn how the rising ecommerce fashion company used WhatsApp to keep customers in contact with the brand.
Challenge: falling email engagement
SNOCKS is a vibrant and fast-growing brand that reaches a fast-growing number of customers with its simple yet successful value proposition: reliable and comfortable basics, socks and underwear.
The founders Johannes and Felix have grown the brand into a well-known fashion brand in Germany via various social media channels. In addition, using Shopify and Klaviyo, SNOCKS has built significant community and email newsletter subscriber base over past few years.
However, this base was increasingly difficult to reach, engage and reactivate customers through the traditional channels. Getting high opening rates in email and the chance to create active and engaging relationships with retention potential became increasingly difficult.
Goal: prove the value of WhatsApp
charles and SNOCKS set out to explore WhatsApp as an opportunity to tackle the issues they had with a high degree of flexibility.
charles enabled the company to try out the channel and prove its value quickly in the short term by testing exit-intent popups for an opt-in generation.
After unlocking this channel, SNOCKS started exploring many other use cases, including E2E coverage of SNOCKS customer journeys.
Results: 150% boost in open and conversions rates
Together with the charles success team, SNOCKS was quickly able to prove why WhatsApp is considered to be the sales, service and marketing channel of the future.
After a smooth onboarding process and structured agent training, the exit-intent opt-in flow was established and quickly proved the value of WhatsApp.
Open and conversion rates of SNOCKS newsletters jumped by almost 150% compared to email in the first campaigns and customers loved the frictionless interaction of website and chat apps.
How SNOCKS used charles:
1. Exit intent popups
An “exit intent” popup offers a special discount to keep customers engaged that are about to leave the page, or are taking a long time to decide.
SNOCKS ran an A/B test between two popups. The first offered a 10% discount when customers joined its WhatsApp channel. The second offered a similar deal for email.
2. In-chat opt-ins
With the WhatsApp popup on mobile, a single tap takes mobile users into chat so they can sign up for WhatsApp marketing comunications. Smart automization of this opt-in flow minimizes the need for monitoring.
3. Automated code sendout
Right after signing up, the customer receives the discount code and is signed up for future notifications. They also get a link to SNOCKS’ website to redeem the code. The revenue generated is trackable with UTM links.
4. Results: WhatsApp vs email
Future steps
1. Scale the WhatsApp opt-in collection (e.g. through post-purchase flows)
2. Further establish charles as a service tool
3. Enable easy and seamless reordering in chat with a simple text message
After the clear success of the WhatsApp marketing use case, SNOCKS aims to scale towards end-to-end usage of WhatsApp. This means using charles as a complete commerce solution: with marketing, service and sales in chat.
