Fashion & Apparel
Putting emotion to work for conversion with WhatsApp
WhatsApp
WAX AI
WAX AI
Sophie Lepeu BenkemounChief Marketing & Digital Officer, Maison 123
6 automations that generate ROI effortlessly on WhatsApp
30%Carts recovered
17%Welcome flow conversion
+20%Repurchase with referral
“WhatsApp lets us reach thousands of people while keeping a personal touch for each one of them.”
Vanina PhimphrachanhE-commerce and CRM Manager, FlotteThe stakes
Flotte, the brand that makes you love the rain
Founded by Lyly and Mickaël, Flotte is the French brand that makes bad weather joyful, with a colourful, unisex rainwear wardrobe.
Its clothes are made from 100% recycled, certified fabrics: 4M plastic bottles have already been turned into rainwear this way.
With two stores in France and 450+ retailers across Europe, the brand counts 2M monthly website visits and 13M cumulative views on social media.
Challenge
Staying close to its community, at scale
At Flotte, customer relationships are a pillar of the brand. Lyly and Mickaël have built an authentic bond with their community, based on shared values.
A loyal audience aged 20 to 55 (70% women, 30% men), found in the Île-de-France region (55%) as much as elsewhere in France (45%).
The challenge: keeping that closeness at scale without losing the warmth and commitment that make up the brand’s DNA.
To meet it, Flotte made WhatsApp its preferred channel, with personalised automations deployed with WAX.
“We chose to bet on omnichannel. You shouldn’t fight a single battle, but fight them all at once.”
Vanina PhimphrachanhE-commerce and CRM Manager, FlotteIn practice
Pop-up + welcome flow: a strong bond from the very first contact
As soon as a visitor enters their number in the website pop-up, a personalised message is sent to them automatically on WhatsApp.
This welcome message offers a promo code and launches the “Perfect piece” quiz, to find one’s favourite piece in just two questions.
To make the welcome feel human, Flotte also relies on a video or voice message from the founders, to share the brand’s DNA and mission.
30%Traffic to WhatsApp
17%WhatsApp conversion
10%Promo code used
In practice
Abandoned cart: removing barriers rather than chasing at all costs
As soon as a cart is abandoned, a WhatsApp flow is triggered to remove barriers. Flotte favours customer satisfaction over a pushy sales follow-up.
Replies are preconfigured from the objections most often raised with customer service, about delivery, payment or sizing.
Signed by Laura from Flotte, the message relies on the human touch, and the WAX AI agent answers customers’ questions 24/7.
30%Carts recovered
75%AI resolution
“We don’t follow up to sell, we follow up to help. Often, a question about sizing or delivery is all it takes to unlock the purchase.”
Vanina PhimphrachanhE-commerce and CRM Manager, FlotteIn practice
Order tracking: every delivery becomes an opt-in opportunity
At checkout, one click is enough to turn a customer into a member of Flotte’s WhatsApp club, thanks to a clear opt-in box on the payment page.
The box announces concrete benefits: real-time order confirmations, simpler delivery tracking and exclusive offers.
Signed by the founders, the tracking message opens the conversation, then invites the customer to join the Flotte Social Club.
50%Tracking link opened
20%Opt-ins collected
In practice
Customer reviews: turning every purchase into social proof
Fifteen or thirty days after the purchase, Lyly and Mickaël ask how the order went. The customer replies and the flow adapts automatically.
Satisfied customers are then invited to join the WhatsApp club: a highly qualified opt-in base made up of buyers who are already convinced.
This flow measures satisfaction, improves Flotte’s reputation on review platforms and helps identify ambassadors, all fully automatically.
+1 ptTrustpilot rating
In practice
Referral: the mechanic that turns customers into ambassadors
After the purchase, an automated flow turns a successful customer experience into an acquisition lever. It rests on three elements:
- A photo or video of Lyly and Mickaël, to thank the customer and start the recommendation
- An exclusive promo code, adapted to the season and easy to share with friends and family
- A visual reminder of the product bought, to strengthen attachment to the brand
+20%Repurchase
80xAverage ROAS
“Our best ambassadors are our customers. With a code to share on WhatsApp, recommending Flotte becomes second nature.”
Vanina PhimphrachanhE-commerce and CRM Manager, FlotteConclusion
More engagement, more loyalty, a measurable ROI
With WhatsApp as its preferred channel, Flotte gives its community a smooth, engaging experience, without losing any of its closeness.
From the first contact to the post-purchase, each automation extends the relationship Lyly and Mickaël have built, with a measurable return at every step.
“WhatsApp has become our way of talking to our community: closer, more direct, and with results we measure at every step.”
Vanina PhimphrachanhE-commerce and CRM Manager, Flotte600+ 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.