Brand
WhatsApp Business Solution Provider
The fashion and lifestyle retailer adopted WhatsApp Business Platform with marketing messages on WhatsApp to improve declining engagement on traditional channels such as push notifications, SMS and email.
10X
Increase in first-time shopper conversions, compared to push notifications and emails*
6X
Increase in abandoned cart conversions, compared to push notifications and emails*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Fashion for the next generation
6thStreet is an elevated fashion and lifestyle destination that’s committed to styling the Gulf Cooperation Council’s next generation with the latest trends. 6thStreet curates a vast selection of shoes, bags, outfits, beauty essentials and accessories from hundreds of global brands, delivering them right to customers’ doorsteps.
Their Goal
Overcoming declining engagement
Because 6thStreet traditionally services customers in the UAE, Saudi Arabia, Oman, Kuwait, Qatar and Bahrain with home delivery via its app and web storefronts, it primarily connects with its shoppers through online channels. However, there had been a decline in customer response to push notifications, SMS and email that made the team reconsider its usual approach.
“By leveraging WhatsApp as a holistic channel, we’ve been able to reconnect with our customers in a more meaningful way. The personalized recommendations and targeted campaigns have not only driven engagement but also increased conversions. We have seen a notable uplift in sales and customer satisfaction, and we are excited to further leverage WhatsApp to drive awareness for our new 60-minute delivery feature in the UAE.”
Neel Raut
CRM Lead, 6thStreet
Their Solution
WhatsApp messages and campaigns
6thStreet decided to use WhatsApp Business Platform to improve customer outreach, strongly focusing on delivering an enhanced customer experience. By using new interactive messaging templates—such as carousels and multi-call-to-action messages—the brand was able to create personalized collections within a message itself that were tailored to people’s preferences and shopping behavior.
6thStreet used WhatsApp at key points throughout the customer journey, including:
- a welcome message sent to new users
- personalized product recommendations sent via marketing messages on WhatsApp
- promotional message campaigns sent to specific customer groups based on 6thStreet’s recency, frequency and monetary value customer segmentation data
- abandoned cart messages sent on WhatsApp
- order confirmations sent with utility messages on WhatsApp that drove users to post-purchase customer support resources if needed
- follow-up marketing message campaigns sent within 24 hours of a purchase
- other ongoing campaigns and outreach, including sale alerts
People opted in to receive messages from 6thStreet on WhatsApp and could opt out at any time by sending a specific command in a conversation, such as the word “STOP”.
Their Success
Increased sales
The team compared the performance of this new approach against traditional channels including push notifications, SMS and email during an eight-month test period (April 1–December 31, 2024), and found that WhatsApp Business Platform drove meaningful sales increases, including:
- 10X increase in first-time shopper conversions, compared to push notifications and emails*
- 6X increase in abandoned cart conversions, compared to push notifications and emails*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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