Oui increases sales by > 400% with WhatsApp marketing from hellomateo

Since 1972, Oui has stood for a life-affirming spirit as well as high-quality premium knitted and casual styles. At home internationally and rooted in Munich, the third-generation womenswear label develops collections with the aim of creating special favorite pieces of the best quality that will last a long time. Today, Oui exports to around 30 countries. The collections are available in over 1,000 sales outlets in Germany and in more than 1,500 sales outlets worldwide. Quality, passion and timeless design have shaped the brand for over 50 years — summarized in our own motto: KNIT. PASSION. LOVE.

Before using hellomateo, Oui used WhatsApp marketing very rudimentarily via a broadcast list on the company mobile phone. Customers had to manually save the number to receive messages, which often did not happen in practice. Content was created manually, delivery times were sometimes outside working hours and the entire process was neither scalable nor compliant with data protection regulations. Another key problem was the lack of transparency. WhatsApp Broadcast did not provide any reliable indicators of openings, interactions, or sales. The success of campaigns could only be roughly estimated using UTM parameters. For a growing e-commerce business with limited resources, this situation was not sustainable in the long term. Oui was therefore looking for a professional, affordable solution that automates WhatsApp marketing, is GDPR-compliant and data-driven.

Oui is now using hellomateo to establish WhatsApp as an integral part of its marketing and service strategy. Getting started is via an automated opt-in with a discount voucher. Customers go through a short onboarding process, actively give their consent and leave additional information such as interests or their birthday. Building on this, Oui relies on always-on campaigns. Birthday messages and automatic coupon reminders run permanently in the background and are completely measurable as individual voucher codes are used. In addition, WhatsApp is used for planned marketing campaigns, which are integrated into the existing marketing plan, but are formulated in a more personal and dialogue-oriented way than classic newsletters. Segmentation is an important success factor here. Instead of addressing all contacts at the same time, dynamic lists are built according to interests or discount affinity. In addition, WhatsApp serves as a direct service channel through which customers can easily ask questions.

Customer responses to WhatsApp have been consistently positive. With an opening rate of 83 percent, Oui attracts attention that cannot be achieved with traditional marketing channels. Customers react quickly, redeem coupons in a targeted manner and take advantage of personalized offers significantly more frequently. WhatsApp is becoming a relevant revenue channel in a short period of time. Between June and November, revenue generated via WhatsApp grew by 460 percent, while at the same time having very low marketing costs. With a cost-revenue ratio of 4.3 percent, the channel is significantly more efficient than other online marketing measures. In addition to sales, customer loyalty also benefits. The direct connection to the brand ensures that service inquiries are resolved quickly and that customers feel personally cared for. Thanks to the consistent visibility of WhatsApp via website, flyers and campaigns, the number of active contacts is constantly growing. In this way, Oui is building up a highly qualified existing customer base that can be achieved in the long term.