LIVE! adopts Twilio’s WhatsApp solution to put the customer at the center of its communication
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Challenge
LIVE!’s challenge was to improve personalization in customer engagement, increasing dialogue and presenting the company more effectively, generating deeper relationships with customers.
Solution
By implementing WhatsApp Business with Twilio, the leader in the fitness fashion industry has transformed the way customers interact with the brand.
"We chose WhatsApp because it is already part of people’s lives and allows us to communicate in a more intimate and personalized way. The partnership with Twilio was essential in transforming this channel into our main point of contact and the driving force behind LIVE!’s impressive results."
Twilio takes WhatsApp to LIVE!, transforming the fitness fashion market
LIVE! is a Brazilian fitness fashion brand founded in 2002. It has become a benchmark for innovation, style, and wellness, with a global presence and a commitment to quality and sustainability.
Founded in Brazil, LIVE! is headquartered in the heart of one of the world's leading countries in fashion, healthcare and wellness, inspiring thousands of people to adopt a more active and healthy lifestyle.
With more than 380 stores across Brazil and abroad, LIVE! maintains its headquarters in Brazil, where its passion for innovation, technology and design was born. Building on this strategic foundation, the brand is coordinating its international expansion, bringing the concept of premium fitness fashion to destinations such as Dubai and Bangkok.
As a customer-centric company, one of its main challenges is to improve its communication with customers, expanding a personalized approach and relationship with each of them. That’s why the company partnered with Twilio, coming to use the WhatsApp Business API to transform a new channel into its main point of contact with its customers.
"One of our key indicators of success is customer trust, as customers now share valuable data about their preferences and, in return, receive a more targeted and relevant shopping experience. Customers feel involved, can view products, and much more. Retaining their attention has become easier."
Before adopting WhatsApp, the company relied on SMS for communication. But since SMS is more suited to one-off notifications and short, direct interactions, it was not the most suitable channel to start deeper conversations with customers and engage with them.
Our goal was to collect data for future use, increasing customer trust in the brand and boosting their interest in the products, as they now receive more personalized offers.
Today, WhatsApp is used for everyday business contacts, information about store events, activations, commemorative livestreams, and seasonal activations. This contact goes beyond text; LIVE! uses images, action buttons, and other features to create campaigns within the app, ensuring greater customer interaction through communications that no longer need to be more direct and impersonal.
Personalized engagement via WhatsApp generates more sales
Over the course of a year, the company has managed to segment its audience, better understanding each group and thus reaching out to them with personalized messages. In addition to improving engagement, WhatsApp offers greater security through verified profiles, providing customers with peace of mind when interacting with the brand.
Thanks to its new strategy of engaging its audience using WhatsApp, the company saw a 50% increase in customer registrations, allowing it to collect more data on each individual, which could then be used to optimize and personalize future experiences.
“Customer trust was critical in this process. By sharing data and preferences, they gave us the chance to personalize each contact. This helped make the experience more relevant and helped us engage and retain customers,” explains Geiza Castro.
Currently, the company has sent more than 20 million WhatsApp messages in one year since launching WhatsApp as an official communication channel with its customers.
Return rates, with greater customer engagement, rose by 35%. Furthermore, 40% of the company’s current revenue can be traced back to interactions via WhatsApp in the last 48 hours. There was a 10% increase in revenue in this period thanks to the new communication channel.
Cashback campaign with WhatsApp
One example of a campaign created was cashback, where a simple message became a conversation starter, introducing more details about new products, and again collecting more data through user registration, allowing for personalized interactions that are more likely to increase revenue through customer retention. As a result, customer retention, which was 21% before WhatsApp, is now 27%, and revenue per customer, which averaged BRL445, is now BRL500.
Furthermore, messages are not limited to interactions with end customers, but they guarantee also better contacts with partners, franchisees, wholesalers and expansion initiatives. WhatsApp communication also benefited LIVE!’s B2B expansion strategy.
Personalized engagement that generates business results
- 50% increase in in-store customer registrations.
- Return rates, with greater customer engagement, were 35% higher in the last year;
- 40% of the company’s revenue is traced back to interactions via WhatsApp in the last 48 hours;
- There was a 10% increase in revenue last year thanks to the new communication channel;
- Customer retention improved from 21% to 27%;
- The average revenue per customer increased by 12.4% in the period with WhatsAPP Activation
Ongoing projects and the future of fitness fashion
LIVE! is also dedicated to exploring new ways to connect with customers with the help of Twilio. The company plans to adopt new channels, such as RCS, in order to expand its channels of contact with its customers. The company is constantly exploring new templates, features, and means of personalized segmentation.
“As LIVE!’s National Retail Manager, I have closely followed the evolution of Twilio’s use on WhatsApp. This journey reinforced our customer-centric strategy, delivering consistent results in engagement, retention, and growth,” concludes Geiza.
