Beauty
In-store expertise, in every customer’s pocket, through WhatsApp
WhatsApp
Marie PesquetHead of CRM and Traffic, Oh My Cream!
Turning every WhatsApp conversation into a conversion driver
79%Read rate
15%Interaction rate
€3.1MRevenue generated
“On WhatsApp, we answer our customers’ questions the moment they ask them.”
Marjorie DuboisHead of Marketing, BobochicThe stakes
Parisian comfort, delivered to the living room
Bobochic Paris designs generously shaped sofas and furniture, made for each customer and delivered to the room of their choice.
The brand sells mainly online, in France, Belgium and Switzerland, and also welcomes customers in its Paris and Mulhouse stores.
On social media, its creative staging brings together a large community.
The objective: keep a direct link with every customer, from their first visit to their order.
350kCustomers
1MSocial followers
16MInstagram views
“Our customers often discover us on Instagram, then buy online. Our challenge is to keep that link all the way to the order.”
Marjorie DuboisHead of Marketing, BobochicChallenge
Supporting a purchase that takes thought
To get there, Bobochic wants to add a more direct and more interactive channel than email to its CRM.
A sofa is a big purchase: before ordering, customers wonder about lead times, the delivery price or how to insure their furniture.
The house naturally turns to WhatsApp, where its customer service already advises buyers, who praise it in their reviews.
That is why, in summer 2025, Bobochic launched with WAX, with one idea: bring every cart the right answer, at the right time.
“A sofa takes thought. Our customers need precise answers before they decide, and WhatsApp is where they ask us for them.”
Marjorie DuboisHead of Marketing, BobochicStrategy
The right answer, at the right time
At Bobochic, every message answers a specific question from the customer, at the moment they ask it.
WhatsApp targets the most engaged prospects and is orchestrated with email, at the right frequency.
The content sparks emotion while staying useful: a video from the founder, what the delivery fee covers, a customer review.
The conversation stays open: customers reply, ask their questions, and the team takes over directly in WhatsApp.
“With WAX, every message arrives at the right time, with the answer the customer is waiting for.”
Marjorie DuboisHead of Marketing, BobochicIn practice
Abandoned cart: the founder answers questions
A few hours after a cart is abandoned, Sébastien, the brand’s founder, speaks directly to the customer on video.
The message asks whether they ran into any difficulty and offers two topics: delivery and payment, or insurance for their sofa.
On delivery, the answer is transparent: lead times, delivery on a chosen date and a price passed on with no margin.
Customers get back to their cart in one click, and can write to the team in the same conversation.
85%Read rate
9%Interaction rate
6.7%Conversion rate
“When Sébastien speaks to our customers personally, the conversation feels closer straight away.”
Marjorie DuboisHead of Marketing, BobochicIn practice
Reassurance: letting customers speak
A little later, a second message reminds customers about their cart and invites them to enjoy the current selection.
A button offers to show them what other customers think.
Caroline’s review then appears, followed by what customers value most: paying in instalments, insurance, quality and delivery with assembly.
79%Read rate
11%Interaction rate
5.4%Conversion rate
“Nothing reassures like another customer’s review.”
Marjorie DuboisHead of Marketing, BobochicIn practice
Commercial offer: a gesture for carts left waiting
For carts abandoned more than 45 days ago, Bobochic draws on its commercial offers.
Sébastien announces the gesture personally: an extra 5% off the cart for 48 hours, on top of current promotions.
A code and a link to the cart are all it takes.
83%Read rate
13%Click rate
1.7%Conversion rate
“A targeted offer, sent at the right time, is often all it takes to bring a customer back.”
Marjorie DuboisHead of Marketing, BobochicIn practice
Key moments: conversations that follow the big occasions
Beyond automations, Bobochic relies on WhatsApp for its big commercial moments.
For Black Friday, customers with a cart waiting get early access to the offer, with a code valid across the whole site.
The opening of a new outlet in Levallois-Perret is announced the same way, with a carousel of sofas to discover in store.
72%Read rate
14%Click rate
2.3%Conversion rate
“For our key moments, WhatsApp lets us tell our customers first, with a message that feels like us.”
Marjorie DuboisHead of Marketing, BobochicIn practice
After the purchase: the matching rug and referrals
After the order, the conversation goes on: Bobochic is preparing two new flows with WAX.
Right after a sofa purchase, a message suggests the matching rug, 20% off for two hours, added straight to the current order.
A few days later, a second message asks customers whether they would recommend Bobochic to friends and family.
If they say yes, they receive a code to share: 20% off a first order for their friends, then 20% for themselves.
“The relationship doesn’t end with the order: our happy customers are our best ambassadors.”
Marjorie DuboisHead of Marketing, BobochicConclusion
WhatsApp at the heart of conversion
In just over a year, Bobochic has made WhatsApp a conversion driver:
- The founder speaking directly to customers, on video
- Clear answers to purchase hesitations: delivery, insurance, customer reviews
- Campaigns for the big moments and for carts left waiting
- Orchestration with email, at the right frequency
173xROI
170kMessages delivered
21Active automations
“Today, WhatsApp is a real conversion driver for Bobochic.”
Marjorie DuboisHead of Marketing, Bobochic600+ brands trust us
There is a conversational use case for every brand, in every industry and on every market.
Frequently asked questions
Book a demoTraditional chatbots primarily answer customer questions. WAX combines customer data, campaigns, automation, commerce and AI across the customer journey to help brands engage customers, drive purchases, build retention and provide customer support.