Sharaf DG achieves 4X return on ad spends with Gupshup Conversation Cloud
UAE-based electronics retailer generates leads, drives store footfall growth and pushes sustainability goals
4X
Return on Advertising Spends
34%
Reduce Cost per Lead compared to traditional Ads
43%
Lead to qualified lead conversion ratio
The Brand
A leading retailer in the Middle East, offering a wide range of electronics products
Sharaf DG is a leading retailer in the Middle East, offering a wide range of electronics, IT products, and accessories. Since its inception in 2005, Sharaf DG has grown to over 38 stores across the UAE, Bahrain, Qatar, and Oman. Known for its Big-Box concept, Sharaf DG provides customers with the widest choice, the best value, and trusted service. The company is committed to enhancing customer lifestyle through exemplary service and product knowledge.
The Objective
Combat declining engagement trends of traditional channels, and promote sustainability
As a customer-centric brand, Sharaf DG noticed the growing popularity of WhatsApp among its target customers. The brand realized that engagement on existing channels such as email, SMS, and push notifications was declining and that WhatsApp’s interactive interface offered a better opportunity for customer engagement.
Sharaf DG sought to leverage the channel’s rich capabilities to enhance customer acquisition, conversion, and support. In doing so, the brand aimed to promote ecological sustainability by digitizing print assets and sharing them with customers over WhatsApp.
The Solution
Conversational experiences to improve lead quality, conversions & engagement
Sharaf DG partnered with Gupshup to create conversational experiences that generate high-quality leads, influence conversions, drive engagement and aid customers.
Taking advantage of the Ramadan Festive Season, the brand released Click to WhatsApp ads that encouraged prospects to start a conversation and claim a surprise gift coupon, redeemable on their website and stores.
With automated retargeting the brand nudged users contextually, such as when they dropped from a journey, abandoned a cart or when the price of the product checked out, dropped. The brand also ran personalized re-engagement campaigns based on user interests, affinity, and behaviour.
Making optimum use of the interactive interface of the channel, Sharaf DG invited key customer segments to participate in engagement use cases such as gamification and instore raffle draws; and reduced its dependency on paper by sharing assets such as invoices, vouchers and booklets over WhatsApp.
Reduced CPL; increased lead quality, delivery, open and conversion rates
Reduced Cost per Lead: The unique advertising approach reduced cost per lead by 34% compared to traditional digital ads.
Expanded lead to qualified lead conversion: Interactive post-click experience generated high-quality leads with a 43% lead-to-qualified Lead conversion ratio.
High delivery and open rates: Adding WhatsApp as a channel for re-engagement increased reach by garnering over 95% delivery rates and over 70% read Rates.
Increased ROAS: Innovative ad experience yielded a remarkable return on ad spending by over 4X.
Solution
Conversational Advertising
Channel
Industry
Retail
