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

THE Biscuit, a network specialized in cookies for gifts with collectible packaging, increased in 120% its average ticket in sales via WhatsApp after implementing the Whizz Agent, artificial intelligence agent of the OmniChat, leader in chat-commerce in Brazil and WhatsApp Business Solution Provider (BSP).

Founded in 2012 and currently with 73 stores in 15 Brazilian states, Biscoite began its digital transformation during the pandemic, when it began to sell through WhatsApp more informally. With the growth of demand, the brand implemented the use of the OmniChat platform to automate communications and, in 2023, integrated the Whizz Agent, internally named as “Maite”, to scale service and sales.

“The conversational channel has proved to be more than an emergency alternative, it has become a growth engine with ROI superior to our e-commerce”, says Clara Calderano, head of digital at Biscuit.“Our AI simultaneously serves more than 100 customers and maintains a personalized communication that reflects the essence of our brand”.

The implementation strategy was gradual, with 15% of the campaigns initially directed to AI. Today, about 70% of the service is carried out by Maite, trained based on the best practices and scripts of human sellers. Thanks to natural and personalized language, the use of artificial intelligence with customers has proven effective, and many do not realize that they are talking with a tool in much of the service.

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

“Na Biscuit, we always seek to unite tradition and innovation, and the use of artificial intelligence in service via WhatsApp is a clear example of this. Maite allows us to scale our operation without giving up the care and customization that are trademarks 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 pleased with the results and confident that this is just the beginning of a new phase of growth”, says Raul Matos, CEO of Biscoite.

Daily monitoring of conversations allows constant adjustments in the algorithm, in a continuous learning process. “There is a symbiosis between human work and AI. Our employees analyze interactions, identify patterns of success and bottlenecks, continuously refining the performance of Maite. We realize that the agent is prepared for more and more campaign shots, and ready to receive an infinite number of customers, wanting to close their cart at the same time, and at any time.”, complements the executive.

“The Cookie 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.“O WhatsApp has gone from being just a contact channel to becoming a robust sales platform that, with intelligent automation, operates 24 hours a day without losing the human touch”.

Among the differentials of the implemented model is the integration between the OmniChat system, e-commerce and the points of sale of physical stores, which function as hubs from delivery to online sales.In certain locations, orders can be delivered within two hours, significantly improving the customer experience.

“The results were even more expressive, we tripled our ROI compared to the same period of Easter 2024, with the overflow of shooting campaigns, 100% made within Whizz (Mayete), we achieved an even higher sale, with growth of 31% in sales in general made by WhatsApp, bringing as positive results as what we did at Christmas”, concludes Clara.