Image for BUT accelerates its digital transition with the digitalization of its catalogs
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CONTEXT
It has been 50 years since BUT launched its leaflet, distributed through letterboxes. Following a project to measure performance and optimize their media mix using an econometric model, BUT found that digital levers were more contributors to traffic and transactions. The digitalization of the catalog therefore became obvious, even if paper cannot disappear overnight. One of the challenges was to be able to adapt to local specificities, as customers do not have the same sensitivity to communication channels in urban or rural areas, for example. It was also necessary to compensate for the "Oui Pub" system in the experimental phase, the increase in paper costs and also respond to CSR issues.
On the other hand, the digitalization of leaflets also meets new consumer expectations, with 70% of French people preferring digital leaflets to paper according to a recent Ipsos study for Meta.
The challenge was therefore to find the best channel to poland number for whatsapp reduce paper leaflets by 40% and maintain a customer engagement rate.
SOLUTION
Sinch recommended BUT to use the WhatsApp channel for the digitalization of their catalogs in order to offer a seamless customer experience while being able to measure the performance of each catalog sending thanks to the behavioral data available on this channel.
Customers now receive the current catalog weekly via WhatsApp. They can browse it very easily, return to the catalog whenever they want and look at their history to find the product that interests them.
WhatsApp has made it possible to increase and better measure the effectiveness of catalogs, particularly through the reading rate of a message and click rates.
RESULTS
Very promising results for the launch of the catalog on WhatsApp!
WhatsApp Catalog Figures BUT
“WhatsApp is an innovative channel that allows us to communicate in a very fluid and interactive way. Our customers can find weekly promotions that allow them to save money in their favorite store, all with a simple click on their phone. The engagement on each push is impressive thanks to the fluidity of the journey. This has allowed us to better monitor performance and we wanted to prioritize immediacy with an underused medium.
We are delighted with these initial results, we have already started using it for commercial operations and we are looking to the future by wanting to test other use cases such as more advanced and more conversational marketing scenarios…” explains Sonia DAHECH, Omnichannel, Traffic and Data Director at BUT.