No matter whether it’s ordering a pizza or beverage delivery: Since the pandemic and recurring lockdowns, delivery services are booming more than ever. Especially the top dog of the delivery service “Lieferando” benefits: The industry giant registered revenues of 2.4 billion Euro in 2020, an increase in sales of more than 50% compared to the previous year. Experts are sure that the trend for delivery directly to the front door will continue even after the crisis subsides.
It is therefore worth it for delivery services to invest in expanding their sales channels: The messenger service WhatsApp provides an extremely profitable distribution channel with its Business API.
Why should delivery services be on WhatsApp?
1. Generate a wider reach
As the most popular messenger service among Germans, WhatsApp offers an enormous reach. Restaurants and delivery services can take advantage of this by providing their ordering services directly via WhatsApp.
2. No additional Order App needed
The app store on smartphones offers a huge number of applications: There is a separate app for each service – which is why it is understandable that users quickly lose track of them all. Providing services via WhatsApp offers a significant advantage: customers do not have to install an additional ordering app on their smartphone: they can place orders directly via their favorite messaging service.
3. Transfer of visual content
Whether it’s menus, invoices or delivery notifications – WhatsApp makes it easy for companies to send images or PDF documents. The visual information quickly reaches the recipient. Even in case of an incorrect order, it is possible to react directly and contact an employee via the messaging service.
4. Advertising opportunities in the form of click-to-chat buttons & QR code scan
WhatsApp’s business solutions make it easy for companies to generate new users in the additional contact channel by offering a wide range of marketing options – both online and offline. Find out what’s behind click-to-chat and QR code scanning here.
5. Security due to verification & end-to-end encryption
WhatsApp values security very highly in its business solution. Therefore, the Messenger verifies the company profiles. Regarding data protection, WhatsApp relies on end-to-end encryption: If orders are placed via WhatsApp, the messages sent in the chat can only be viewed by the customer and the company.
6. Service Automation through IVAs
In addition to the possibility of interacting live with users, the WhatsApp Business API offers delivery services the option of automating processes by using interactive virtual assistants – IVAs – to take over the conversation with the customer. Chatbots can be integrated via a standardized interface, e.g. presenting products, advising the customer and taking orders. This saves resources and also leads to an improved user experience, as the ordering service is available 24/7.
Use Cases of the WhatsApp Business API for delivery services
In the first part of the article, we had a look at what advantages WhatsApp generally offers for delivery services. In the next step, we would like to present you some specific use cases, which can be realized by using the WhatsApp Business API in connection with IVAs.
The following use case may apply: The customer wants to order a product via WhatsApp.
This is where the Sales Assistant comes into play. Thanks to the web store integration, the user can select the desired items from the available product menu or enter them directly in text form. Personalized advice can also be provided via Messenger if desired. The selected items are added to the shopping cart and the order can be placed.
The benefits of the Sales Assistant:
- Top-line sales through a new sales channel
- Higher conversion rate from website users to customers
- Optimization of the customer experience
- Increased customer satisfaction
Order Notification & Tracking
Once the order has been successfully placed, the internal workflow for order processing is initiated. This leads us to another use case: The customer wants to be informed about the status of his order.
For this purpose, automated notifications about the delivery time can be provided. Tracking information such as the transmission of the supplier’s live location can also be sent via WhatsApp.
The benefits of notifications
- Cost reduction through reduced contact time
- Optimization of the delivery rate
- Improved customer experience
The order has been delivered successfully and some time has passed. The next use case is to inquire about a renewed need for a product among existing customers.
For recurring purchases, there is an opportunity to send periodic reminders to encourage new orders. The connection to the web store and ERP system for sales fulfillment allows this to be fully automated.
The benefits of reminders
- Generation of recurring revenue
- Increase in order volume
- Control of orders for optimized capacity utilization
For recurring orders in certain time intervals, the following use case comes into play: The customer wants to receive the product periodically as a subscription.
In this case, the virtual assistant recommends a subscription order. The customer is free to choose the time intervals. This information is registered directly in the customer system, where the complete purchase transaction takes place.
The benefits of the subscription assistent
- Increased convenience for customers
- Reduction of cost per sale
- Creation of recurring revenue through conversations
The use of interactive virtual assistants for process automation brings great benefits. But what happens when a user wants to talk to a human employee? This leads us to the next use case: The user has a concern that requires live support from a human service employee.
This use case can also be mapped within the WhatsApp chat: If the customer expresses the wish to be connected to an employee, a handover is executed. Now, an available employee can communicate directly with the user via the live chat platform in order to further process the request. All the information collected in advance in the chat is available to the employee.
The benefits of the Bot-Agent-Handover
- Increased customer satisfaction through personalized & contextualized service
- Forwarding of leads to salesWeiterleitung von Leads an den Vertrieb
- Cost and time savings through Pre-qualification of prospects
This is how conversational commerce works for delivery services
With the WhatsApp Business API, companies can handle their entire e-commerce processes via the consumers’ favorite app. The new sales channel opens up great potential for an even more targeted and personalized customer approach, which goes hand in hand with an increase in customer satisfaction. On the company side, the high degree of automation simultaneously results in enormous savings potential.
With TENIOS, you can get the WhatsApp Business API WhatsApp Business API for just €50 per month.
All details about pricing and features can be found here.