Roll out RCS
Being set up, with the same guardrails: a lower cart threshold than on WhatsApp, and email always in the background.
Conversational messaging at the service of customer value
80%Open rate
41%Engagement rate
69xROI
“For us, WhatsApp is a premium channel, like our clientele, not a mass channel.”
Mégane PatanaCRM Manager, FusalpThe stakes
Elegance in motion, since 1952
In 1952, in Annecy, two tailors set out to dress the mountains with the elegance of made-to-measure.
Their fuseau, a slim ski trouser, followed every turn and gave the house its name: Fusalp, for “Fuseau des Alpes”.
Today, Fusalp has more than 50 brand-owned stores, in major cities and in the world’s most sought-after ski resorts.
Now a well-established name, the house has a twofold goal: move beyond seasonality and speed up its international growth.
Its collections are more versatile, designed for every season.
They travel the world, in store and on a website translated into more than 25 languages.
1952Founded in Annecy
50+Brand-owned stores
25+Site languages
“Our challenge is for customers to think of Fusalp in summer as in winter, from Paris to New York. For that, the relationship has to go well beyond the ski season.”
Mégane PatanaCRM Manager, FusalpChallenge
A customer relationship worthy of the house
To get there, Fusalp is betting on customer loyalty. Until now, its CRM relied on a single channel: the newsletter.
It now accounts for 9% of the brand’s total revenue and 20% of its e-commerce revenue.
One need quickly stood out: a more direct, more personal bond with its best customers.
The house naturally turned to WhatsApp, which its store advisers and customer service already used to talk with customers.
In October 2025, Fusalp started with WAX.
Three levers build its WhatsApp audience: order tracking, email invitations and sign-ups at the till.
Automations and campaigns then bring it to life all year round.
9%Revenue from email
20%Online revenue from email
3Opt-in levers
“The newsletter is a solid, lasting base. The question is: how do we go further, how do we build a real bond? And that’s WhatsApp.”
Mégane PatanaCRM Manager, FusalpStrategy
Matching channels to customer value
At Fusalp, the campaign doesn’t pick the channel: each customer’s value does.
Splio measures it from three criteria: when the customer last bought, how often they buy and how much they spend.
Email reaches the whole base, RCS the high-potential customers, WhatsApp the very best.
Winning back a lapsed customer or prompting a second purchase happens where each one responds best.
“With WAX, we pick the right channel for every customer. Our best customers, we talk to on WhatsApp: that’s where we build the strongest bond.”
Mégane PatanaCRM Manager, FusalpIn practice
Order tracking: the first step into the conversation
This flow turns news the customer is waiting for into their first exchange with the house.
Ten minutes after the purchase, a message thanks them and offers to track the parcel on WhatsApp.
They then get the tracking link and the returns details, and join the Club.
Relevant in the customer’s eyes, this message earns excellent open and engagement rates.
It is the flow that built most of Fusalp’s WhatsApp audience.
68%Interaction rate
57%Track their order
19%Join the channel
“Delivery tracking is what built our base. Customers are waiting for that information: it’s the ideal way into the conversation.”
Mégane PatanaCRM Manager, FusalpIn practice
Mail to WhatsApp: an invitation that’s earned
When a customer moves up in value, an email is sent automatically: they are now one of Fusalp’s best customers.
The house then invites them to join its WhatsApp Club.
On arrival, a message welcomes them: “Welcome to the WhatsApp Club”.
They then discover exclusive content, such as early previews of selected collections.
91%Open rate
34%Welcome interaction
41xEsprit Chalet ROI
“Joining the Club is earned, in keeping with how we see WhatsApp: a privileged space for our best customers.”
Mégane PatanaCRM Manager, FusalpIn practice
Abandoned cart: tailored advice above €600
On WhatsApp, Fusalp keeps cart reminders for carts over €600, a threshold set from its average basket.
The aim: give these high-potential customers the kind of care they would get in store.
The message brings tailored advice on the pieces in the cart.
If needed, the customer talks to customer service to complete the purchase, right there in WhatsApp.
On the tooling side, everything is connected: replies go out from Zendesk, and every conversation flows back into WAX.
75%Read rate
45%Interaction rate
15%Conversion rate
“We keep this flow for high-potential customers, the ones we’re ready to spend time with. That’s what lets us offer the same level of advice as in store.”
Mégane PatanaCRM Manager, FusalpIn practice
Key moments: Fusalp in every season
Every new collection, winter or summer, is unveiled on WhatsApp.
The channel also carries the gift guide, the ski-trip packing list and in-store invitations.
An original flow tackles seasonality head-on: the order anniversary.
Six months after their first purchase, a new customer discovers the opposite season’s collection: summer if they arrived in winter, and the other way round.
Launched recently, this flow is already winning customers over. Its first results will show at the height of winter.
“We want our customers to know that Fusalp dresses them in summer too, and that we do beautiful things for the warmer months.”
Mégane PatanaCRM Manager, FusalpConclusion
A year on, WhatsApp is at the heart of the customer relationship
In one year, Fusalp has laid the foundations of a premium relationship on WhatsApp:
- A channel chosen by each customer’s value: email, RCS or WhatsApp
- Targeted flows, reserved for the customers with the most potential
- An audience built through order tracking, the Club invitation and the stores
- Collections and key moments shared in every season
Fusalp is now preparing what comes next with WAX: RCS, international, then AI.
13Campaigns
12Automations
“Today, WhatsApp is one of the channels we want to have at Fusalp.”
Mégane PatanaCRM Manager, Fusalp
What comes next?
The projects Fusalp is preparing with WAX for 2026 and 2027.
Switch on predictive AI
Three Splio segments (likely buyers, new customers, churners) for automated campaigns, on the channel customer value dictates.
Personalise abroad
The message in the customer’s language, then the site in their language and currency: a seamless experience from A to Z.
Scale up
Keep the value of every conversation as volumes grow.
600+ brands trust us
There is a conversational use case for every brand, in every industry and on every market.
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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.