Omnichannel CRM activation: email and WhatsApp driving conversion and retention

Context

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We supported Day+, a cosmetics brand, in optimizing its CRM strategy in order to strengthen the performance of its marketing activations.

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In a context of growth, the challenge was twofold: improving conversion rates and developing purchase recurrence, while enriching the customer relationship.

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The brand already had a CRM foundation, but it was little used in an omnichannel and personalized approach. The objective was therefore to build a more advanced strategy, integrating both email marketing and new channels such as WhatsApp.

Solution

We designed a performance-oriented CRM strategy, combining marketing automation, personalization and omnichannel activation.

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Rollout of automated scenarios

Setting up flows covering the key moments of the customer journey:

• Cart and browsing reminders to maximize conversion
• Product recommendations based on beauty routines
• Post-purchase to support product use and encourage repeat purchases
• Restock alerts on favorite products

Each scenario was built with a strong personalization logic, based on user behaviors and preferences.

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Activation of the WhatsApp channel

Integrating WhatsApp alongside email to:

• strengthen responsiveness on transactional messages
• improve read and engagement rates
• diversify touchpoints with customers

This channel was used in a targeted way to maximize its impact without creating saturation.

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Segmentation & data-driven management

Setting up a segmentation based on:

• purchasing habits
• interactions with campaigns
• level of engagement

Continuous optimization through tests on content, timing and activation mechanics, with business performance-oriented management.

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