Croma’s Interactive Engagement Strategies on WhatsApp Delivering 34x ROI
About Croma
Croma, a subsidiary of the Tata Group, is one of India’s leading retail chains for consumer electronics and durables. Established in 2006, Croma offers a wide range of products across various categories, including home appliances, personal gadgets, and entertainment devices. With over 500 stores across 200 cities and a strong online presence, Croma provides a seamless shopping experience through its vast selection, competitive pricing, and exceptional customer service. [Source]
Opportunity
The marketing team at Croma recognized the rise of advanced digital engagement strategies and saw it as an opportunity. Being a forward-looking marketing team, they wanted to adopt the latest technology – from channels like WhatsApp to using AI to boost customer engagement, drive efficiency, and achieve greater ROI.
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Reach a broader audience and increase both store visits and online interactions through more engaging approaches.
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To pique customer interest and action, Croma sought a dynamic and engaging method for distributing promotional offers.
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Simplify scheduling customer service requests to improve post purchase customer experience.
Solution
Croma partnered with Karix to implement several innovative campaigns on WhatsApp using image recognition, automation, and more.
Interactive Campaigns: Black Friday Sale
Croma’s Black Friday campaign turned shopping into a fun and rewarding experience for customers. It encouraged customers to take selfies in black outfits and share on WhatsApp to receive discount coupons. Leveraging Karix’s advanced image recognition technology, 95% of selfies were processed within 1.3 seconds, ensuring a seamless user experience on WhatsApp.
Instant Rewards: Croma Summer Sale
During the summer sale, Croma used QR codes and a WhatsApp bot to offer personalized coupon codes. Users discovered the QR codes on newspaper ads and other channels, which upon scanning opened a WhatsApp chat with Croma’s chatbot.
Seamless Referrals: Tribe Chatbot
The Tribe Chatbot gamified referrals for customers. Nudging customers with a personalized WhatsApp message to refer friends and get instant rewards for successful referrals. Significantly boosting participation and referral rates.
Automated Reminders: Own Labeled Preventative Maintenance
Automated WhatsApp reminders about upcoming services, system captured customer responses and integrated them into email reports for follow-up, enhancing both customer satisfaction and operational efficiency.
Customer Impact
Personalized and interactive campaigns drove substantial business growth and enhanced customer experience for Croma.
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34x ROI with Black Friday campaign
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95% of customer selfies processed within 1.3 seconds, ensuring a smooth user experience
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48% increase in engagement from new users and 52% from loyal patrons contributing to the total engagement growth
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120K+ summer sale bot interactions happened for the launch campaign
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~98% completion rate for service bookings on WhatsApp chatbot, out of the total bot interactions
Result
8 million Facebook users saw Titan’s ads
More than 125+ new purchases directly attributed to the campaign
With the impressive shopping cart conversion rate* of 25%
More than ~500 users added watches to their carts
Kapil Budukh
Head of Marketing, Croma
"At Croma we always look forward to extending differential shopping experience for customers. The Black Friday campaign was one such opportunity to drive engagement for the audience. The interactive WhatsApp engagement campaign with Karix helped us not only with better consumer connect but also delivered a remarkable 34X ROI. The team at Karix collaborated with us to develop robust image recognition module which ensured a smooth experience even at last mile store connect. We are confident that our partnership with Karix will help us rollout many more experience led campaigns in future."
Summary
Croma partnered with Karix to enhance customer engagement through interactive campaigns, instant rewards, and automated reminders. The partnership has enabled Croma to deliver more personalized and efficient services, ultimately driving significant business growth and improving customer experience.