Roll out WAX AI
An AI-enriched catalogue and automatic answers to the requests sent to customer service.
Building a premium customer relationship, made to last, with WhatsApp
80%Open rate
48%Interaction rate
55xAverage ROI
“Our customers expect more engaging conversations, not ones that are only about buying.”
Pauline ZsidaiDigital Director, YséThe stakes
A natural femininity, made to last
Ysé was born in 2012 around lingerie designed by women, for all women.
Collection after collection, the brand has built a complete wardrobe, from swimwear to ready-to-wear, for every moment of women’s lives.
Born online, Ysé now has 18 points of sale across France, London and Brussels. B Corp certified since 2024, it produces only what it needs.
Its ambition: a premium relationship with each of its customers, in store and online alike.
2012Brand founded
18Points of sale
100%Audited workshops
Challenge
A new channel, kept for what matters
To get there, Ysé wanted to move beyond email alone. Inboxes are overflowing, and even a carefully crafted newsletter ends up going unnoticed.
The brand was looking for a more direct and engaging channel, kept for the messages that matter, and able to surprise its customers.
A second promise soon followed: easing the load on customer service with automations, starting with delivery tracking.
Internally, opinions on WhatsApp were split. True to its test-and-learn culture, Ysé let its customers decide and launched with WAX in June 2025.
Four levers build its WhatsApp audience: delivery tracking, checkout on the website, an invitation by email or on Instagram, and the store.
“We couldn’t think on our customers’ behalf, we had to test. A test-and-learn culture drives a lot of our decisions.”
Pauline ZsidaiDigital Director, YséIn practice
Delivery tracking: the way into the WhatsApp Club
As soon as her order is handed to the carrier, Ysé offers to send the customer her parcel tracking right in WhatsApp.
She receives her tracking link, easy to find outside the stream of emails. Ten minutes later, Ysé invites her to join its WhatsApp community.
Previews, sample sales, surprises: the invitation spells out what the Club holds for its members, and the welcome follows straight away.
Welcomed by customers, this message alone brings in nearly half of Ysé’s WhatsApp audience.
82%Open rate
49%Open the tracking
18%Opt-ins collected
“Parcel tracking is our favourite flow. The information doesn’t get lost in a stream of emails, and this good experience lets us collect opt-ins.”
Pauline ZsidaiDigital Director, YséIn practice
WhatsApp Club: a welcome journey into the world of Ysé
To make its WhatsApp Club known, Ysé features it in its newsletters and on Instagram. A single click is all it takes to join.
New members then discover the brand’s world through a dedicated welcome journey.
It takes them through its three collections (lingerie, swimwear and wardrobe) and its commitments, including its B Corp certification.
Once they have joined, they enjoy exclusive content, such as “Les jolies choses”, a selection of little treasures to give or to keep for Christmas.
85%Open rate
42%Welcome interaction
278xWelcome ROI
“It’s a flow we really love: it lets us present the brand, our iconic pieces and our craftsmanship. Being able to share that with our customers is precious.”
Pauline ZsidaiDigital Director, YséIn practice
Abandoned cart: personal advice, from the UK to France
On a channel as personal as WhatsApp, Ysé wants a cart reminder to remain a service.
The message comes from Camille, from the Ysé team, who offers help choosing a size or checking delivery times. The customer gets her answer in an instant.
The brand first launched it in the UK, its testing ground abroad.
Convinced by the results, it extended it to six other European countries, then to France.
Another strength: this flow takes less effort than an email, with no designer and no creative sign-off.
74%Read rate
45%Interaction rate
16%Conversion rate
“We’re very happy with the results, and our customers have welcomed it warmly. That’s what made us decide to extend it to other countries.”
Pauline ZsidaiDigital Director, YséIn practice
Key moments: the Club in the front row
Ysé promises its subscribers perks, and the Club discovers every key moment first.
Each collection launch is unveiled there, with a short text and a carousel of visuals. Sample sales open there in preview.
Invitations also bring customers into store, like one weekend at Paolina caffè, in Paris.
For its first denims, the brand even ran a giveaway. A campaign designed to engage, which also sold very well.
€45kRevenue from a launch
5%Sample sale conversion
€41kGiveaway revenue
“The customers who engage with us in the WhatsApp Club are very responsive and very loyal. It makes us want to pamper them even more.”
Pauline ZsidaiDigital Director, YséConclusion
A year on, a WhatsApp Club at the heart of the relationship
In just over a year, Ysé has turned WhatsApp into a privileged meeting point with its customers:
- A Club fed by delivery tracking, email, Instagram and the store
- A welcome that tells the story of the brand and its commitments
- An abandoned cart flow that gives advice, in eight countries
- Key moments shared in preview
A Q4 Ecom Awards finalist for the quality of its WhatsApp campaigns, Ysé is preparing what comes next with WAX.
First up: WAX AI, to answer its customers’ questions right in WhatsApp.
€513kRevenue in 6 months
28Campaigns
10Automations
What comes next?
Ysé’s next projects with WAX.
Grow the Club
A regular slot in the newsletters, a dedicated email and in-store post-purchase.
Launch back in stock
A made-to-measure message as soon as a piece is back, modelled on what the brand does by email.
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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.