The Balarothi, one of the largest regional networks of building materials and home center in Brazil, with a strong presence in Parana and Santa Catarina, recorded an increase of 25% in the conversion of physical sales after implementing a service solution via WhatsApp with artificial intelligence of the OmniChat, a leading platform in chat commerce and WhatsApp Business Solution Provider (BSP). Although physical stores are concentrated in the South, Balaroti delivers e-commerce throughout Brazil, expanding the reach of the brand beyond its regional base.
The implementation of the technology occurred gradually, with special attention to the integration between channels.“O e-commerce functions as a showcase and source of information, while WhatsApp serves as a bridge for advisory service, often directing a visit to the physical store to close the sale. This omnichannel strategy was fundamental to overcome the initial resistance of sellers, who saw digital as a competitor”, says Mauricio Eduardo Grabowski, Balaroti's e-commerce and marketplace manager, who recently participated in the second episode from Omnicast, podcast of OmniChat.“Today, they recognize the channel as essential to hit goals, especially in stores with lower face-to-face flow. We disclose the channel on social networks, website and through QR code banners in the stores themselves.”
Consultative service is essential in the building materials segment, where the customer often seeks technical guidance before completing the purchase. WhatsApp, initially used informally by sellers, was structured as an official channel, integrating CRM, ERP and digital catalog, both for online sales and for physical stores. With 600 sellers also available for digital service, the company managed to turn WhatsApp into a strategic relationship and sales channel, complementing the online and offline experience. Approximately 20% of the conversations initiated by the application result in sales in physical stores within 30 days.
The automation of the service was another significant advance. Currently, 30% of the daytime calls are performed by Whizz, OmniChat's autonomous sales agent, which uses resources of generative artificial intelligence, while in the night time this number reaches 100%. “A IA allows us to scale the service without losing quality. In some technical aspects, such as material calculations, the technology already surpasses human performance in agility and accuracy”, explains the executive.
To strengthen the relationship with customers, Balaroti implemented a “carding system” AFTER the second contact, consumers are always directed to the same seller.This strategy increases trust and improves the shopping experience.In addition, the company has also integrated automatic notifications about status orders and deliveries via WhatsApp, significantly reducing logistics costs and problems with receiving deliveries.
Promotional campaigns via WhatsApp, segmented by CRM, present expressive results. “Every real invested in campaigns via WhatsApp generates 15 reais in sales, a ROAS much higher than that of traditional e-commerce, which usually revolves 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.“With the integration of artificial intelligence and e-commerce platforms, we have been able to create a fluid customer experience and impressive results, proving that intelligent automation is the way to scale service without losing the human touch
Among the next steps of the partnership is the expansion of the use of AI 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 it. We want to use AI to address simpler and more routine issues, freeing our team for more complex and strategic interactions”, concludes Grabowski, Balaroti.
