O Balaroti, one of the largest regional networks of construction materials and home centers in Brazil, with a strong presence in Paraná and Santa Catarina, saw a 25% increase in physical sales conversion after implementing a WhatsApp service solution with artificial intelligence from OmniChat, a leading chat commerce platform and WhatsApp Business Solution Provider (BSP). Although the physical stores are concentrated in the South, Balaroti delivers nationwide through e-commerce, expanding the brand’s reach beyond its regional base.
The technology implementation took place gradually, with special attention to channel integration. “E-commerce functions as a showcase and source of information, while WhatsApp serves as a bridge for consultative service, often directing a visit to the physical store to close the sale. This omnichannel strategy was essential in overcoming the initial resistance from the salespeople, who initially saw digital as a competitor,” says Mauricio Eduardo Grabowski, e-commerce and marketplace manager at Balaroti, who recently participated in the second episode of Omnicast, OmniChat’s podcast. “Today, they recognize the channel as essential to meeting targets, especially in stores with lower foot traffic. We promote the channel on social media, website, and through banners with QR codes in the stores.”
Consultative service is essential in the construction materials segment, where the customer often seeks technical guidance before completing the purchase. WhatsApp, initially informally used by sellers, was structured as an official channel, integrating CRM, ERP, and the digital catalog, for both online sales and physical stores. With 600 sellers also available for digital assistance, the company managed to turn WhatsApp into a strategic channel for relationship and sales, complementarily integrating the online and offline experience. Approximately 20% of conversations initiated through the app result in sales in physical stores within 30 days.
Automating customer service was another significant advance. Currently, 30% of daytime service is carried out by Whizz, OmniChat’s autonomous sales agent, which uses generative artificial intelligence resources, while at night this number reaches 100%. “AI enables us to scale customer service without losing quality. In some technical aspects, such as material calculations, technology already surpasses human performance in agility and accuracy,” explains the executive.
To strengthen customer relationships, Balaroti implemented a “cartelization” system — after the second contact, customers are always directed to the same seller. This strategy increases trust and enhances the purchasing experience. Furthermore, the company also integrated automatic notifications about order and delivery statuses via WhatsApp, significantly reducing logistics costs and issues with deliveries.
Promotional campaigns via WhatsApp, segmented by CRM, deliver significant results. “Every real invested in WhatsApp campaigns generates 15 reais in sales, a ROAS much higher than traditional e-commerce, which usually revolves around 1 to 1.5%,” emphasizes.
“Our work with Balaroti demonstrates how WhatsApp has evolved from a communication channel to a complete sales and relationship platform,” says Mauricio Trezub, CEO of OmniChat. “With the integration of artificial intelligence and e-commerce platforms, we have been able to create a seamless experience for the customer and impressive results, proving that intelligent automation is the way to scale service without losing the human touch.”
Among the next steps in the partnership is the expansion of AI usage to further optimize service, maintaining the balance between automation and human contact. “Our vision is that technology should support and enhance the work of sellers, not replace them. We want to use AI to handle simpler and routine issues, freeing up our team for more complex and strategic interactions,” concludes Grabowski, from Balaroti.
