How MAGNA Atelier dramatically simplified its sales process using WhatsApp

Quality comes with a price. MAGNA’s lowest-priced furniture starts around €250 and goes up to a few thousand. At this price point, impulse purchases are a rarity. Instead, many customers expect a detailed consultation with a sales associate and the ability to request customisations.

Previously, these consultations used to be very time-intensive, both for MAGNA’s staff as well as the customers themselves. The email and phone back-and-forth took several days or sometimes weeks. MAGNA needed a simpler, more streamlined sales process.

MAGNA wanted to develop a new direct support channel that facilitated quick and hassle-free communication with customers, both before and after purchase. Customers needed quick answers to questions about materials, size customisation, and shipping. By lowering the barriers to purchase as much as possible and facilitating easy communication, MAGNA hoped to boost its sales as well as its customers’ satisfaction after purchase. 

• Reduce time to checkout
• Lower barrier for first contact
• Increase after-purchase satisfaction

After less than a year of cooperation with Charles, WhatsApp had become an indispensable sales channel. 80% of purchases involved communication with the customer via WhatsApp before, during, or after the purchase. MAGNA’s website offers multiple entry points to initiate a WhatsApp conversation with the MAGNA team, who fielded five to ten high quality conversations per day with interested visitors. 

The results speak for themselves: fully 33% of MAGNA Atelier’s sales are initiated and completed on WhatsApp. Chat agents using WhatsApp are considerably faster and more efficient at their jobs, allowing them to process a higher volume of sales in the same amount of time. Also, customers don’t need to wait as long to receive answers to their questions and requests.