Floward Builds Stronger Customer Connections with WhatsApp

Floward, the leading destination for online flowers and gifts delivery in MENA and UK, is dedicated to bringing joy, convenience, and thoughtfulness to gifting. Their brand focuses on exceptional customer service, high-quality products, and a seamless online experience, celebrating every occasion with beauty and elegance.

Customer engagement is crucial for Floward as it helps build a loyal customer base, enhances customer satisfaction, and drives repeat business. Floward provides personalized experiences and fosters strong emotional connections by engaging with customers, leading to higher retention, lifetime value, and positive word-of-mouth referrals.

Leveraging Braze for a Seamless Valentine's Day Campaign

Floward used Braze Canvas to orchestrate cross-channel messaging journeys for their Valentine's Day campaign, "Romance is Simpler with Floward," including WhatsApp, push notifications, in-app messages, and email.

Floward conducted Recency, Frequency, Monetary (RFM) analysis to segment customers and defined tailored strategies for each segment and market. Personalized content and visuals were created for each customer segment. Separate campaigns were made for each market, with criteria defined for segments such as churned users and new customers. cross-channel touch points were established, with messages containing deep links to the Valentine's Day collection. Using Braze Intelligent Timing, Floward was able to automatically deliver messages to each user based on the time they were most likely to engage. After the campaign was launched, engagement and conversion rates were monitored in real-time using Canvas Analytics, enabling Floward to gain immediate insights into user interactions with the campaign. This allowed them to quickly identify which elements were performing well and which needed adjustments. Additionally, they utilized Campaign Reports to get comprehensive insights on delivery rates, open rates, click-through rates, and conversions.

The entire process took about five weeks, from ideation to campaign launch. Creativity played a central role, with personalized messages, visually compelling images, and engaging content tailored to each customer segment, ensuring every interaction felt unique and special.

Maximizing Impact with WhatsApp

WhatsApp was an especially impactful channel in this cross-channel campaign, generating the highest revenue and conversion rates of the all channels they used. Using deep links and personalized messages ensured high engagement and immediate customer action. Leveraging WhatsApp led to:

• Higher engagement rates: The ability to send personalized messages directly to customers' phones helps ensure that the communication feels more relevant and engaging. This personalized touch has helped increase customer engagement, especially when combined with WhatsApp high open rates—Floward sees a 55% WhatsApp read rate, which is much higher than their other channels.
• Real-time interaction: WhatsApp allows for real-time interaction, enabling Floward to address customer queries instantly and provide support as they navigate through their offerings. This immediacy enhances the customer experience and boosts satisfaction. 
• Broader reach: WhatsApp has a broad user base, especially in regions like the Middle East and North Africa (MENA). By leveraging this platform, we have been able to reach a wider audience that may not engage as frequently with email or in-app messages.
• Enhanced conversion rates: The ability to include images, videos, and links within WhatsApp messages allows Floward to create rich, actionable content that drives customers to take immediate action. The use of deep links in WhatsApp messages has made it easier for customers to navigate directly to specific product pages or our Valentine's Day collection.
• Effective re-engagement of inactive users: Personalized re-engagement messages sent via WhatsApp have shown a higher success rate in bringing back these customers. Additionally, they’ve successfully used WhatsApp for reminder campaigns, prompting customers to complete their purchases or revisit their carts, which has positively impacted our overall sales. 

Floward Results: Deepening Relationships With Customers

Floward's Valentine's Day campaign highlighted the effectiveness of a personalized, cross-channel strategy. By leveraging Braze across WhatsApp, push notifications, in-app messages, and email, Floward achieved significant outcomes.

In addition to driving more sales, decreasing churn, and reactivating lapsed users, they also saw a positive impact on brand loyalty, with a 21% increase in positive reviews and 99.1% share of voice compared to direct competitors for the holiday.

Braze has been instrumental in enhancing our business operations and fostering stronger relationships with our customers. The platform's robust segmentation capabilities, real-time data analysis, and breadth of channels have allowed us to deliver personalized and timely communications, driving significant improvements in engagement and retention.

Mohamed Mousa

Chief Marketing Officer, Floward

Key Takeaways

Segmentation customer journeys for a more relevant experience. Floward's success in their Valentine's Day campaign underscores the importance of precise customer segmentation. By conducting Recency, Frequency, and Monetary (RFM) analysis, they were able to segment their user base effectively and tailor personalized messages for each cohort. This approach not only reduced churn but also significantly increased sales by delivering relevant and engaging content to specific customer segments.

Monitoring and optimizing campaign performance to improve success. Real-time data analysis was crucial in monitoring and optimizing their campaign performance. By continuously tracking engagement and conversion rates, they were able to make iterative adjustments to their strategy, ensuring maximum effectiveness. This led to higher engagement rates, increased customer retention, and ultimately, a more successful campaign.

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