WhatsApp has ceased to be just a messaging app and has established itself as an essential digital showcase for Brazilian retail. According to research by the National Confederation of Retail Leaders (CNDL) in partnership with SPC Brasil, 67% of companies in the commerce and services sectors already use the tool as their main sales channel. The resource has become the most direct point of contact between brands and consumers, where the customer researches, negotiates, and completes the purchase in just a few clicks. With the approach of the end-of-year holidays, a period when consumption peaks due to Christmas sales, those who have not yet structured their customer service and conversion strategies within the app run a serious risk of losing ground to more digital competitors.
During this period, personalization results in more conversions and repeat customers after the holidays. For Marcos Schütz, CEO of VendaComChat, a licensing company specializing in WhatsApp automation, the combination of integrated catalogs, automated messages, and business intelligence has transformed the app into a strategic sales and customer loyalty tool. “By recognizing this contact channel as an active relationship showcase, entrepreneurs will gain an advantage over those who haven't yet adopted automation. The secret is to use it as a strategy that adds value and agility to the main customer service,” says the executive.
According to Marcos, some strategies are sure to achieve success in seasonal results, such as Christmas. Check them out:
Targeted campaigns – personalize messages for distinct audiences, including loyal customers, new contacts, and especially abandoned shopping carts. A message targeted to each group increases open rates and engagement, as well as creating an emotional connection with the audience. At Christmas, targeted communications transform simple contacts into active buyers.
Catalogs and purchase buttons - transform WhatsApp into a vibrant digital storefront, showcasing products, combos, and offers with attractive photos and short descriptions. Use interactive catalogs to facilitate navigation and include purchase buttons that take the customer directly to payment. This will reduce the time between interest and conversion.
Automating initial customer service – use intelligent workflows to answer frequently asked questions and direct customers to the right agent. This reduces waiting times, improves satisfaction, and frees up the team for higher-value conversations. During this period, when message volume increases, automation ensures higher sales conversion.
Post-sales training – The rule is clear: the relationship doesn't end with delivery; that's where loyalty begins. Train your team to conduct strategic post-sales follow-up, asking about the experience, offering coupons for future purchases, and encouraging positive reviews. A good relationship after the purchase is what transforms one-off buyers into repeat customers.
