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Beco uses personalized videos on WhatsApp to increase user checkouts

Beco - D2C brand
Industry
D2C
Team
Co-founder, Head of Marketing
Industry
D2C
Team
Co-founder, Head of Marketing
Beco - D2C brand

Beco, a consumer goods company based in Mumbai, India, crafts sustainable and eco-friendly alternatives to single-use plastics and packaging. Instead of chemicals that put pressure on the ecosystem, Beco uses natural bio-enzymes, elements, and fibers to develop products that do the job well without unnecessary environmental wastage.

Their mission is to help every individual contribute to saving the environment for a better tomorrow - one Beco product at a time.

Challenge

To catch customers at critical touchpoints and reduce cart abandonment

Cart abandonment, like ghosting, is nothing out of the ordinary yet exasperating. Over the last three years, Beco has been at the center of sustainability for over 1 million Indian households. They are now dedicated to reaching more households hence improving drop-off rates on their website was vital in this attempt.

The challenge here was to connect with potential customers via a hassle-free route and get quick insights on why they didn’t go through with the purchase. Communication channels like email or phone calls can be immensely intrusive or overlooked. To solve this, Beco partnered with Rephrase.ai to use our technology and explore WhatsApp to bridge the gap between potential customers and successful conversions.

Solution

The solution was simple yet first of its kind. As a means of communication, WhatsApp is unmissable, easy to track, and swift to get a response from. Personalized messages, as a method of communication, help you tailor your content according to the audience to deliver more resonant and relevant information.

Rephrase.ai created a digital avatar of Beco’s brand ambassador Dia Mirza. We then used this digital avatar to make personalized videos at scale for all their drop-off customers. Every time a potential customer abandons a cart, a personalized video from Dia Mirza - addressing them by name - is sent to them on WhatsApp, asking if they need any assistance in the checkout process and tastefully reminding them to complete their purchase. And all of this is done with minimal human intervention!

Videos personalized with digital avatars of celebrities triggered at different touch points in a customer’s buying journey make for an effective communication method for D2C businesses. Customers well receive these personalized messages as they reflect the brand’s efforts to delight them.

Video

Beco has always pushed the boundaries, we thought no differently when it came to communication. Tech & creativity are no longer exclusive as we enter the era of Web 3.0, and AI will play a crucial role.

With Rephrase.ai, we created the 1st digital IP of a brand ambassador to deliver personalized messages to customers at key touch points. This has never been attempted before in the A&M industry. And the revolution has just begun
Good looking girl - Rephrase employee
Akanksha Gupta
Marketing Lead
Beco

Result

Powered by Rephrase.ai’s generative AI technology, this initiative by Beco helped the brand get direct responses from potential customers. The team could then address any customer issues or concerns over WhatsApp, enabling them to move ahead in their purchasing journey. Thus, visitors who would drop off from the website - and rarely came back before - returned thanks to these personalized nudges helping Beco increase their abandoned cart conversions by 4x.

Customer experience has always been at the forefront for Beco. With Rephrase.ai, we innovated the way customers engage with our brand by creating the first-ever digital avatar of a celebrity to send hyper-personalized real-time messages. This is just the tip of the iceberg and we’re just getting started.
Smiling man
Aditya Ruia
Co- Founder
Beco

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Client Introduction

Beco, a consumer goods company based in Mumbai, India, crafts sustainable and eco-friendly alternatives to single-use plastics and packaging. Instead of chemicals that put pressure on the ecosystem, Beco uses natural bio-enzymes, elements, and fibers to develop products that do the job well without unnecessary environmental wastage.  

Their mission is to help every individual contribute to saving the environment for a better tomorrow - one Beco product at a time.

Challenge

To catch customers at critical touchpoints and reduce cart abandonment

Cart abandonment, like ghosting, is nothing out of the ordinary yet exasperating. Over the last three years, Beco has been at the center of sustainability for over 1 million Indian households. They are now dedicated to reaching more households hence improving drop-off rates on their website was vital in this attempt. 

The challenge here was to connect with potential customers via a hassle-free route and get quick insights on why they didn’t go through with the purchase. Communication channels like email or phone calls can be immensely intrusive or overlooked. To solve this, Beco partnered with Rephrase.ai to use our technology and explore WhatsApp to bridge the gap between potential customers and successful conversions. 

Solution

The solution was simple yet first of its kind. As a means of communication, WhatsApp is unmissable, easy to track, and swift to get a response from. Personalized messages, as a method of communication, help you tailor your content according to the audience to deliver more resonant and relevant information. 
‍
Rephrase.ai created a digital avatar of Beco’s brand ambassador Dia Mirza. We then used this digital avatar to make personalized videos at scale for all their drop-off customers. Every time a potential customer abandons a cart, a personalized video from Dia Mirza - addressing them by name - is sent to them on WhatsApp, asking if they need any assistance in the checkout process and tastefully reminding them to complete their purchase. And all of this is done with minimal human intervention!
‍
Videos personalized with digital avatars of celebrities triggered at different touch points in a customer’s buying journey make for an effective communication method for D2C businesses. Customers well receive these personalized messages as they reflect the brand’s efforts to delight them.