6thStreet Accelerates ROAS by 5-8X with Segment-Based Conversational Marketing
UAE’s favorite fashion eCommerce uses Gupshup Conversation Cloud to reach 97% of its customer base on WhatsApp
"Partnering with Gupshup on WhatsApp marketing allowed us to build meaningful connections with our customers, leveraging personalized campaigns and automated engagement to drive impressive ROAS and customer loyalty. Gupshup has been the ideal partner to bring our vision of conversational marketing to life."
Nupur Relekar 
Head of CRM & Organic Marketing
8X
ROAS from WhatsApp marketing efforts
5X
Increase in abandoned cart conversions
8%
Boost in customer recency score
The Brand
Leading fashion e-commerce brand offering trend-forward products across Middle East
Headquartered in Dubai, 6thStreet.com is a leading omnichannel e-commerce brand offering a wide range of fashion products, including shoes, bags, apparel, and accessories for women, men, and kids across the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, and Qatar. With over 1400 global brands, 6thStreet.com aims to help customers look like a million bucks with trend-forward products at accessible prices.
The Challenge
Declining engagement on traditional channels like email and app push
6thStreet primarily serves customers via its mobile app and website storefronts. With recent updates to Android and iOS impacting push notification reach, and declining engagement on traditional channels like SMS and email, the brand sought new ways to connect with its audience. Recognizing that 97% of its customer base was active on WhatsApp, 6thStreet decided to leverage this platform to drive engagement and conversions.
The Solution
Segmented marketing and contextual, interactive campaigns
In partnership with Gupshup, 6thStreet established a robust presence on WhatsApp, using it as a holistic channel to support every step of the customer journey—from onboarding and personalized recommendations to order confirmation and post-purchase support. The brand deployed promotional campaigns, auto-triggered messages for actions like cart abandonment, and essential utility alerts for events such as payment failures.
Instead of relying on generic broadcast campaigns, 6thStreet launched highly targeted campaigns segmented by RFM analysis to engage both active and inactive customer groups. This segmentation included tailored brand affinity campaigns to align with customer preferences, enhancing retargeting and upselling efforts. Automated triggers based on shopper behavior, such as placing orders or abandoning carts, allowed 6thStreet to drive contextual re-engagement.
Leveraging Meta’s 24-hour free session window, 6thStreet also implemented follow-up campaigns within this timeframe, maximizing engagement potential. Additionally, the platform’s personalized upsell recommendations helped customers discover products aligned with their tastes and needs, facilitating product discovery and meeting key business goals.
The Impact
Significant ROAS Gains: Personalized marketing campaigns yielded an impressive ROAS of 5-8X.
Increased Cart Recovery: Contextual campaigns drove a 5X increase in abandoned cart conversions.
Boost in Customer Loyalty: WhatsApp quickly became the primary engagement channel, leading to an 8% increase in the key customer segment “Champions” (those who purchased within the last 30 days).
Solution
Conversational Marketing
Channel
Industry
E-commerce
Way Forward
WhatsApp’s reach paid the bet the brand took on the channel. The brand now plans to expand its presence on WhatsApp. With Gupshup Conversation Cloud, 6thStreet is determined to make its conversational funnel complete by adding conversational advertising to the mix with Click to WhatsApp Ads.
To make the customer experience more memorable, the online retailer also plans to introduce AI-powered bots and digital shopping assistants to aid product discovery, comparisons and post-purchase help.
