Durex Colombia
WA Commerce – D2C (Direct to consumer)
Durex Chatbot: Empowering Sales and Customer Experience
At the beginning of the pandemic we developed a multi-brand commerce bot for RB Colombia. Based on the learnings we decided to evolve to a bot under the Durex brand. We faced the challenge of improving the customer experience and increasing sales in the Colombian market for the Durex brand. To address this opportunity, we developed a chatbot in whatsapp D2C that was launched on October 15, 2022 as a direct sales channel to end consumers.
Our goal
The main goal is to develop a digital sales channel. For this, we chose to develop ir 100% based on Whatsapp. A channel with very high target penetration and a simple purchase experience of condoms and lubricants.
Durex Chatbot: Empowering Sales and Customer Experience
At the beginning of the pandemic we developed a multi-brand commerce bot for RB Colombia. Based on the learnings we decided to evolve to a bot under the Durex brand. We faced the challenge of improving the customer experience and increasing sales in the Colombian market for the Durex brand. To address this opportunity, we developed a chatbot in whatsapp D2C that was launched on October 15, 2022 as a direct sales channel to end consumers.
Our Goals
The main goal is to develop a digital sales channel. For this, we chose to develop ir 100% based on Whatsapp. A channel with very high target penetration and a simple purchase experience of condoms and lubricants.
Chatbot development
We implemented a D2C chatbot that operates in a hybrid channel. This chatbot interacts with customers from the start, requesting information, helping them to place orders and providing information about products and categories.
When customers have their products and units selected, the chatbot passes the conversation to the team of “last miller” operators in a call center. Through 2 chains of local pharmacies, coverage is provided nationwide.
This operator is in charge of closing the sale, monitoring it and continuing until the order is closed, invoiced and delivered. The user can talk through whatsapp with an operator for any questions.
The “last millers” access in real time to the SAAS Titan 7 (Software as a Service), where the team of operators access to monitor and attend the conversations that were already pre-served by the chatbot. In turn, the Durex ecommerce team has access to our dashboard where they can monitor the channel´s progress.
The channel´s communication plan is mainly based on social media advertising and traditional channels such as POP and organic material on the Durex website.
Chatbot development
We implemented a D2C chatbot that operates in a hybrid channel. This chatbot interacts with customers from the start, requesting information, helping them to place orders and providing information about products and categories.
When customers have their products and units selected, the chatbot passes the conversation to the team of “last miller” operators in a call center. Through 2 chains of local pharmacies, coverage is provided nationwide.
This operator is in charge of closing the sale, monitoring it and continuing until the order is closed, invoiced and delivered. The user can talk through whatsapp with an operator for any questions.
The “last millers” access in real time to the SAAS Titan 7 (Software as a Service), where the team of operators access to monitor and attend the conversations that were already pre-served by the chatbot. In turn, the Durex ecommerce team has access to our dashboard where they can monitor the channel´s progress.
The channel´s communication plan is mainly based on social media advertising and traditional channels such as POP and organic material on the Durex website.
Push module
Thanks to the database of thousands of users who have interacted with the bot since its launch, an outbound promotional campaign plan was designed with a weekly sending frequency, segmented by audience (buyers, non-buyers, mass).
The content mainly distributes promotions, but can be used to communicate any type of message, using text, images, videos, audios or documents. Includes major events such as Black Friday.
The development of the chatbot started at the end of 2022 with a Discovery stage, UX design and based on results, adjustments are constantly made in order to optimize the results.
Push module
Thanks to the database of thousands of users who have interacted with the bot since its launch, an outbound promotional campaign plan was designed with a weekly sending frequency, segmented by audience (buyers, non-buyers, mass).
The content mainly distributes promotions, but can be used to communicate any type of message, using text, images, videos, audios or documents. Includes major events such as Black Friday.
The development of the chatbot started at the end of 2022 with a Discovery stage, UX design and based on results, adjustments are constantly made in order to optimize the results.
Performance manager
The performance manager area monitors and works together with the client’s team to improve KPIs, action plans, results analysis and proposals to optimize the user experience. A cross-functional team is involved, from the eCommerce manager, pharma sales teams, media agency and last millers with the same business objective, always sell more.
Performance manager
The performance manager area monitors and works together with the client’s team to improve KPIs, action plans, results analysis and proposals to optimize the user experience.A cross-functional team is involved, from the eCommerce manager, pharma sales teams, media agency and last millers with the same business objective, always sell more.
Key performance indicators
- Unique users
- Recurrent buyers
- Geographic segmentation
- Sales volume
- Average ticket
- Acquisition channels
- Conversion rate (on average values of close to 10%)
- Net Promoter Score (NPS) to measure customer satisfaction.
- User Funnel
- Continuous performance analysis and data analysis to improve strategy.Channel benefits
Customer acquisition, Opt-in, 1st Party data
Key performance indicators
- Unique users
- Recurrent buyers
- Geographic segmentation
- Sales volume
- Average ticket
- Acquisition channels
- Conversion rate (on average values of close to 10%)
- Net Promoter Score (NPS) to measure customer satisfaction.
- User Funnel
- Continuous performance analysis and data analysis to improve strategy.Channel benefits
Customer acquisition, Opt-in, 1st Party data
Results
Thanks to the implementation of the D2C chatbot, Titan 7 has achieved remarkable results. An average conversion rate of 10% has been achieved, demonstrating the effectiveness of this strategy in increasing direct-to-consumer sales. This figure is well above the average of other channels, such as traditional ecommerce sites or e-commerce platforms. In addition, continuous data analysis has enabled a constant improvement in customer experience and sales efficiency.
Results
Thanks to the implementation of the D2C chatbot, Titan 7 has achieved remarkable results. An average conversion rate of 10% has been achieved, demonstrating the effectiveness of this strategy in increasing direct-to-consumer sales. This figure is well above the average of other channels, such as traditional ecommerce sites or e-commerce platforms. In addition, continuous data analysis has enabled a constant improvement in customer experience and sales efficiency.
Conclusion
We can see that the D2C chatbot can be a valuable tool to optimize the customer experience and increase sales in the Colombian intimate products market. The combination of automation and personalized attention has led to solid results and a high level of customer satisfaction.
We can see the importance of the D2C strategy today to reach consumers directly and optimize commercial results.
The channel and market present challenges as players, for example: Rappi Turbo that delivers in 15 minutes and other barriers and opportunities that the team is working on, such as developing combos, cross promotions with other brands from other companies, etc. Other ideas under analysis include promotions with complementary brands.
With an eye on the 2024 plan, we are working on initiatives associated with the evolution of the channel through Artificial Intelligence, ChatGPT and deepening the automation of processes, all of which are part of the development agenda to amplify the role of the channel with a more robust customer experience.
Conclusion
We can see that the D2C chatbot can be a valuable tool to optimize the customer experience and increase sales in the Colombian intimate products market. The combination of automation and personalized attention has led to solid results and a high level of customer satisfaction.
We can see the importance of the D2C strategy today to reach consumers directly and optimize commercial results.
The channel and market present challenges as players, for example: Rappi Turbo that delivers in 15 minutes and other barriers and opportunities that the team is working on, such as developing combos, cross promotions with other brands from other companies, etc. Other ideas under analysis include promotions with complementary brands.
With an eye on the 2024 plan, we are working on initiatives associated with the evolution of the channel through Artificial Intelligence, ChatGPT and deepening the automation of processes, all of which are part of the development agenda to amplify the role of the channel with a more robust customer experience.
