Biscoitê increases average ticket by 120% by implementing OmniChat's AI on WhatsApp

A Biscoitê, a specialized network of gift cookies with collectible packaging, increased its average ticket size by 120% in WhatsApp sales after implementing Whizz Agent, the artificial intelligence agent from OmniChat, the leader in chat-commerce in Brazil and a WhatsApp Business Solution Provider (BSP).

Founded in 2012 and currently with 73 stores across 15 Brazilian states, Biscoitê began its digital transformation during the pandemic when it started selling via WhatsApp in a more informal manner. With growing demand, the brand implemented the OmniChat platform to automate communications and, in 2023, integrated Whizz Agent, internally named “Maitê,” to scale customer service and sales.

“The conversational channel proved to be more than an emergency alternative; it became a growth engine with a higher ROI than our e-commerce,” says Clara Calderano, Digital Head at Biscoitê. “Our AI simultaneously serves over 100 customers and maintains personalized communication that reflects the essence of our brand.”

The implementation strategy was gradual, with 15% of campaigns initially directed to the AI. Today, approximately 70% of customer service is handled by Maitê, which was trained based on best practices and scripts from human sales agents. Thanks to its natural and personalized language, the use of artificial intelligence with customers has proven effective, and many do not realize they are interacting with a tool for a significant portion of the service.

The success of the initiative is based on a model of collaboration between humans and AI that leverages the best characteristics of each. “We created an ecosystem where our most experienced agents feed the AI’s training, while the technology frees up the human team for situations requiring greater sensitivity and creativity,” explains Clara. The company developed an intelligent overflow system, where more complex queries or special negotiations are automatically directed to human agents, ensuring the best possible customer experience.

“At Biscoitê, we always strive to combine tradition and innovation, and the use of artificial intelligence in WhatsApp customer service is a clear example of this. Maitê allows us to scale our operations without sacrificing the care and personalization that are hallmarks of our experience. With an integrated operation between e-commerce, physical stores, and automated service, we are prepared to serve our customers with agility and excellence, at any time of the day. We are very satisfied with the results and confident that this is just the beginning of a new phase of growth,” says Raul Matos, CEO of Biscoitê.

Daily monitoring of conversations allows for constant adjustments to the algorithm in a continuous learning process. “There is a symbiosis between human work and AI. Our employees analyze interactions, identify successful patterns and bottlenecks, and continuously refine Maitê’s performance. We have observed that the agent is increasingly prepared to handle campaign launches and ready to serve an unlimited number of customers looking to complete their carts simultaneously, at any time,” adds the executive.

“Biscoitê’s experience exemplifies how companies are transforming their operations by centralizing their communication channels into an integrated strategy with generative AI,” says Mauricio Trezub, CEO of OmniChat. “WhatsApp has ceased to be just a contact channel and has become a robust sales platform that, with intelligent automation, operates 24/7 without losing the human touch.”

Among the key differentiators of the implemented model is the integration between the OmniChat system, e-commerce, and physical store points of sale, which function as hubs for online order delivery. In certain locations, orders can be delivered in up to two hours, significantly improving the customer experience.

“The results were even more impressive. We tripled our ROI compared to the same period during Easter 2024, with 100% of campaign launches handled within Whizz (Maitê), achieving even higher sales, with a 3% growth in overall WhatsApp sales, delivering results as positive as those we achieved during Christmas,” concludes Clara.