A Club that keeps growing
More invitations after an in-store purchase, and regular newsletters to join the Club.
Putting emotion to work for conversion with WhatsApp
46xROI
85%Open rate
€1.4MRevenue generated
“We don’t just sell clothes, we create relationships and emotion.”
Sophie Lepeu BenkemounChief Marketing & Digital Officer, Maison 123The stakes
Since 1983, a house that keeps reinventing itself
Maison 123 is the ready-to-wear brand of the Etam group.
Its style and image were completely rethought in 2020 to stand for accessible premium fashion.
The brand mainly dresses women aged 30 to 50, online and in more than 250 points of sale, 180 of them in France.
In a highly competitive market, the challenge is to keep a very loyal clientele while winning over new shoppers.
To get there, Maison 123 makes a choice: to stand out through emotion.
Challenge
A more direct channel for a more personal relationship
That emotion comes to life first in store, through close relationships and tailored advice.
The challenge: carry it online, with a channel more direct and more interactive than email.
WhatsApp was the natural choice, but on such a personal channel, getting the tone right is essential.
That is why, in May 2025, Maison 123 launched with WAX and chose to run the channel in-house, as close as possible to its customers.
Strategy
The WhatsApp Club, a circle of privileged customers
Far from a mass channel, Maison 123 designs WhatsApp as a Club for its most loyal, engaged customers.
Membership opens the door to exclusive content: previews, private sales and personalised offers.
The brand extends this invitation at every touchpoint (store, website, email, order tracking), through journeys that are partly automated.
This promise of a chosen, respectful relationship reassures customers when they sign up.
“Our customers join us with complete confidence: they know the relationship won’t be intrusive.”
Sophie Lepeu BenkemounChief Marketing & Digital Officer, Maison 123In practice
Mail to WhatsApp: the invitation to the Club
The brand draws on its email base to encourage customers to join its WhatsApp Club. An invitation that has already converted 3% of that base.
Every new member receives a welcome message, then enjoys exclusive perks and content.
A real dialogue takes hold: customers thank the brand, say what they expect and share their favourites.
94%Open rate
55%Interaction rate
47xROI
In practice
Order tracking: customer service opens the conversation
Ten minutes after her order, the customer receives a personal message from Melissa in customer service.
Melissa thanks her and offers to track her delivery on WhatsApp. By accepting, she joins the Club.
Useful and welcome, this message starts an exchange that is smoother and more natural than email.
Order tracking is therefore a major lever for collecting opt-ins.
50%Tracking link opened
55%Interaction rate
30%Club opt-ins
In practice
Every collection is unveiled on WhatsApp
Maison 123 first relied on its collection launches to build anticipation.
It then extended the channel to all its key moments: previews, collaborations and capsule launches.
Thanks to interactive buttons, every message opens a dialogue with customers to learn their preferences and remove what holds them back from buying.
Those answers then help target the next campaigns better.
85%Open rate
10%Click rate
In practice
From live shopping to the store, conversation makes the event
WhatsApp also connects the brand with its customers at its big moments, online and in store.
Club members are invited to live shopping sessions, the brand’s private Instagram space or the store, with an exclusive offer at the Le Marais opening.
The brand also shares the gatherings of its women’s circle, dedicated to personal and professional growth.
The channel thus reaffirms Maison 123’s priority: a relationship that is human and authentic.
“Personalisation goes hand in hand with emotion: in a very digital age, human contact matters again.”
Sophie Lepeu BenkemounChief Marketing & Digital Officer, Maison 123In practice
Abandoned cart: a reminder that feels like advice
Thirty minutes after a cart is abandoned, the customer receives a warm message reminding her that her favourite pieces are waiting.
Beyond direct access to her order, the brand offers tailored help with whatever holds her back (size, delivery, payment).
The reminder comes across as advice rather than a sales prompt, which helps conversion while keeping the relationship one of trust.
89%Open rate
20%Interaction rate
Conclusion
WhatsApp, a pillar of the Maison 123 customer relationship
Beyond loyalty, the channel has become a real acquisition engine, with nearly half of the people it reaches being new customers.
Awarded the Marketing Excellence prize at Meta’s WhatsApp Business Summit at the end of 2025, the brand is taking a new step with WAX AI.
It now relies on an AI-enriched catalogue and real-time customer assistance to grow its sales.
45%New customers
4xOpens vs email
15%Click rate
What comes next?
The projects Maison 123 is preparing with WAX.
RCS alongside
To carry the conversation to customers who don’t use WhatsApp, and to welcome those discovering the brand.
600+ brands trust us
There is a conversational use case for every brand, in every industry and on every market.
More case studies
See all cases
Frequently asked questions
Contact usTraditional chatbots answer questions. WAX conversations actually convert: they qualify, recommend and sell, because a real conversation drives revenue better than a robotic Q&A.