Grupo Carso is one of the largest and most diversified conglomerates in Latin America. It has operations in commercial, telecommunications, industrial, infrastructure and construction industries, as well as in the energy sector. The group has had a solid conversational commerce strategy through the WhatsApp Business API and was able to increase their customer reach during Hot Sale, the most important online sales campaign in Mexico.
The companies that are part of Grupo Carso touch Mexican lives every single day. Founded in 1980, has been in the Mexican Stock Market for over 30 years. The Group has an important presence in the Mexican economy, where it remains one of the market leaders thanks to an exceptional portfolio of formats, products and services.
It’s retail arm, Grupo Sanborns, has some of the most well known Mexican brands like Sanborns, Sears, Claroshop, MixUp, iShop, Dax and Saks Fifth Avenue. The Group has over 48K employees working in 451 stores and restaurants and in 2019 their sales exceeded $53.2 billion pesos.
Hot Sale is a 9 day online sale campaign and it has become one of the most important purchasing moments of the year. The expectations around the event were high and the Group wanted to increase the results of the campaign in 2020, reach new customers and consolidate the relationship with the current ones.
After working for over a year on their conversational commerce strategy, Grupo Carso also wanted to provide a great customer experience on their WhatsApp channel for their 3 main brands: Sears, Sanborns and Claroshop.
How do you attract new users, maintain a relationship with the current ones and differentiate yourself in a sea of promotions? Hot Sale 2021 attracted almost 50K unique online buyers, a 35% increase than the previous edition. Being relevant during the campaign was the main challenge for Grupo Carso. The answer to it came through their conversational commerce strategy.
Grupo Carso partnered with Yalo, a conversational commerce platform and certified WhatsApp Business Partner to create and consolidate their WhatsApp channels and virtual assistants. Prior to Hot Sale, the first step was to send notifications to the users for them to opt-in to receive information about the campaign. With this, the Group was able to connect with the users that were truly interested in the campaign and focus on them.
In order to have a closer contact with their customers, Grupo Carso analyzed the demographic characteristics of each retailer and adapted their tactics and messages accordingly. From this analysis the Group was able to detect that some customers preferred to have a guided process and reinforced the Assisted Sales program, where sellers provide information and assistance via WhatsApp during the purchasing process.
During the campaign Grupo Carso used Yaloʼs technology to implement buttons that facilitate user conversations. With these interactive experiences, adapted to the different types of customers and providing relevant and succinct information to the right audiences, Hot Sale was a great success for the Group.
The partnership with Yalo and use of the WhatsApp Business API, allowed Grupo Carso to develop.
interactive experiences for the users and increase user loyalty beyond the campaign.