Balaroti , one of Brazil's largest regional building materials and home center chains, with a strong presence in Paraná and Santa Catarina, saw a 25% increase in in-store sales conversion after implementing a WhatsApp customer service solution powered by artificial intelligence from OmniChat , a leading chat commerce platform and WhatsApp Business Solution Provider (BSP). Although its physical stores are concentrated in the South, Balaroti delivers through e-commerce throughout Brazil, expanding the brand's reach beyond its regional base.
The technology was implemented gradually, with special attention paid to cross-channel integration. "E-commerce serves 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 crucial in overcoming initial resistance from salespeople, who saw digital as competition," says Mauricio Eduardo Grabowski, e-commerce and marketplace manager at Balaroti, who recently participated in the second episode of Omnicast, an OmniChat podcast. "Today, they recognize the channel as essential for achieving goals, especially in stores with lower in-person traffic. We promote the channel on social media, on our website, and through banners with QR codes in our stores."
Consultative service is essential in the construction materials segment, where customers often seek technical guidance before completing a purchase. WhatsApp, initially used informally by salespeople, was structured as an official channel, integrating CRM, ERP, and the digital catalog for both online and in-store sales. With 600 salespeople also available for digital support, the company has successfully transformed WhatsApp into a strategic relationship and sales channel, seamlessly integrating the online and offline experience. Approximately 20% of conversations initiated through the app result in in-store sales within 30 days.
Automating customer service was another significant advancement. Currently, 30% of daytime customer service is handled by Whizz, OmniChat's autonomous sales agent, which uses generative artificial intelligence, while at night, this number reaches 100%. "AI allows us to scale customer service without compromising quality. In some technical aspects, such as material calculations, the technology already surpasses human performance in terms of agility and accuracy," explains the executive.
To strengthen customer relationships, Balaroti implemented a "card-making" system—after the second contact, consumers are always directed to the same salesperson. This strategy increases trust and improves the shopping experience. Additionally, the company also integrated automatic notifications about status via WhatsApp, significantly reducing logistics costs and delivery issues.
Promotional campaigns via WhatsApp, segmented by CRM, yield impressive results. "Every real invested in WhatsApp campaigns generates R$15 in sales, a much higher ROAS than traditional e-commerce, which typically hovers around 1 to 1.5%," he highlights.
"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. "By integrating artificial intelligence and e-commerce platforms, we've been able to create a seamless customer experience and impressive results, proving that intelligent automation is the way to scale customer service without losing the human touch."
Among the next steps of the partnership is expanding the use of AI to further optimize service, maintaining a balance between automation and human contact. "Our vision is that technology should support and enhance the work of salespeople, not replace it. We want to use AI to handle simpler, more routine issues, freeing up our team for more complex and strategic interactions," concludes Balaroti's Grabowski.
