Bauzaar case study: +15% conversions with Spoki and increased customer loyalty
| Conversions attributed to human-to-human approach and | Click-rate on WhatsApp thanks to segmentation and | Repurchase rate from first to fourth order with |
|---|---|---|
| +15% | +16% | +2% |
Content
In the Italian pet care market, Bauzaar is not just an e-commerce store: it is a community of pet lovers that puts people (and their pets) at the center. To grow sustainably, the brand has combined Connectif (data and flow orchestration) and Spoki (messaging on WhatsApp), building personalized experiences along the entire journey, with relevant messages sent at the right time.
Goals
- Guide the user through the key stages of the purchasing journey with useful and contextual communications.
- Coordinate channels consistently (email, web, WhatsApp) and activate them based on signals and consensus.
- Pushing loyalty beyond the first order, guiding them to the 2nd, 3rd and 4th purchase.
Strategy
- Dynamic first-party segmentation: audiences based on behaviors and interests (e.g., categories purchased, reorder windows) for truly relevant communications.
- Omnichannel orchestration: rules that choose email or WhatsApp based on newsletter subscription, number presence, and open/click history.
- Post-purchase automations: flows that start from the first order and accompany to subsequent orders with follow-ups and targeted incentives on WhatsApp.
- Frictionless welcome on WhatsApp: upon creation of the contact in Connectif, a webhook synchronizes to Spoki and sends the welcome message.
- Anti-saturation rule: After a submission on WhatsApp, the user enters a 30-day cool-down (with exceptions for high-value offers).
- Significant moments: “pet’s birthday” journey with recommended products 7 days before and wishes/coupons on the day; fallback on WhatsApp if email is not opened.
Use cases
1) Personalized and truly omnichannel experiences
Bauzaar has redesigned communication by focusing on empathy and relevance: Connectif governs flows and decides the channel, Spoki takes the conversation to WhatsApp when needed. The effect? More relevance, more engagement and a more “human” relationship with the customer.
How workflow works: the system automatically checks newsletter subscription and number availability and, as appropriate, sends emails and/or WhatsApp messages with relevant content.
As soon as a contact enters Connectif, there is a webhook step to Spoki, which creates/updates the profile and sends a welcome on WhatsApp. In this way, engagement begins immediately, with consistent tone and content.
2) First to fourth order fidelity
The nurturing logic drives incremental repurchases: those who are on their second order but not on their third receive emails with code and, when relevant, a reminder on WhatsApp to complete the next step.
Flow detail:
To protect the quality of the WhatsApp channel, after each send the user enters a segment that suspends further messages for 30 days; exceptions are possible for high-value offers (e.g., incentives to 2nd/3rd/4th order).
Spoki flow
3) Responsible touchpoint management (cool-down 30 days)
Periodic follow-up automation: a workflow checks who has already received WhatsApp and excludes the contact for the next 30 days.
4) Pet’s Birthday (emotional moment that converts)
Every day, the system checks the recurrences of the following week; an email is sent with coupon 7 days before, then on the birthday, if the email has not been opened, a WhatsApp message is sent with the same benefit.
The pet date is stored in Connectif and Spoki automatically sends greetings with custom code.
Results in brief
- +15% conversions attributed to human-to-human approach and choice of the most suitable channel.
- +16% click-rate on WhatsApp thanks to segmentation and cool-down rule.
- +2% repurchase rate from first to fourth order with nurturing flows.
- +9% use of birthday coupons with the “significant moments” journey.
“The integration between Connectif and Spoki has enhanced our marketing strategy…personalized, timely communications on the most appropriate channel.” – Benedetto Ranieri, eCommerce Manager.
Conclusion
Thanks to the synergy of Connectif + Spoki, Bauzaar has transformed its data into conversational experiences that guide the customer, preserve the quality of the channel and increase conversions and repurchases.
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