With 21,000 locations spread across Latin America, OXXO is one of the largest convenience store chains in the world. As the company expands internationally into the United States and Europe, it remains committed to keeping customers at the center of its business strategy. With 15 million daily customers, that’s no easy feat. But the OXXO team knew that establishing personalized customer connections at scale would be critical to their success.
When OXXO’s marketing team wanted to expand their digital reach to customers in their day-to-day communication channels, the team decided it was time to radically change their approach. They wanted a way to personalize each customer experience, track customer conversations, make data-driven decisions in real-time, and increase conversions without complicating internal processes.
Enter the Salesforce + Meta partnership. In 2023, OXXO implemented the WhatsApp integration with Salesforce Marketing Cloud, and the team saw immediate — and substantial — results.
Here are 4 ways Marketing Cloud + WhatsApp turned conversations into massive conversions:
1. Convenient, two-way communication
At Dreamforce, OXXO’s Consumer Strategy and CX Director Adrian Garza highlighted the importance of WhatsApp as a communication channel, emphasizing that it was present on nearly 90% of mobile devices in Latin America. With this in mind, OXXO decided leveraging WhatsApp provided a perfect opportunity to engage with customers who use the popular app as their go-to method of communication. Meeting customers on an already trusted platform enabled OXXO to create relationships with customers that extended beyond the transaction.
By pivoting to WhatsApp as one of its primary communication channels, OXXO dramatically improved customer engagement and loyalty with up to 80% campaign conversion rate. OXXO continues to use the channel for larger marketing campaigns, staying cognizant of the personal nature of the app and refining its messaging strategies to cater to the individual.
2. AI-powered productivity and personalization
OXXO’s results using the Salesforce + WhatsApp integration not only revitalized customer engagement, but also boosted the team’s productivity and simplified internal processes. With Marketing Cloud’s AI-driven journey orchestration, OXXO automates user journeys across channels easily, empowering the teams to spend less time managing campaigns and more time innovating.
Through the use of Salesforce’s AI modeling, OXXO streamlined campaign automations, built more accurate recommendation models, and created advanced profiling that further personalized the customer experience. This improved the customer experience by pushing product promotions and campaign messaging to the right audience segments at the exact moment they needed the message. It also allowed OXXO to balance driving customer loyalty while keeping WhatsApp a trusted resource for its customers.
The advanced Salesforce AI capabilities empowered OXXO to provide next-level personalization across its messaging campaigns, elevating the effectiveness of its communication channels, including WhatsApp.
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3. Real-time impact with precise audience segmentation
Marketing Cloud’s ability to unify customer data helped the OXXO marketing team better understand how customers were interacting with the brand and allowed them to accurately assist customers with their needs. The ability to create a complete picture of customers through their data helped OXXO gain real-time customer insights, learning more about its customers’ histories.
Real-time data helped OXXO with audience segmentation, basing it on their current behaviors and preferences. Doing so ensured that customer groups were receiving campaigns and messages that were relevant. With the ability to monitor these changes and updates through its Salesforce CRM, OXXO could optimize campaigns in real time. From a marketing perspective, this enabled OXXO to stay abreast of any emerging customer trends and provide relevant messaging and recommendations, driving sales and brand engagement.
The ability to segment audiences based on attributes and past purchases allows OXXO to provide relevant messaging at the right time. The brand was now empowered with data directly from their customers, making it easier to understand customer motivations. Acting on this data allowed OXXO to be proactive about providing great service and intuitive messaging that kept customers at the center of their decisions.
4. Bridging digital and physical experiences
OXXO embarked on a mission to enhance the customer experience by bridging the gap between digital and physical interactions. While people frequently interacted with the OXXO brand physically, those interactions weren’t translating to digital experiences. Without a way to join these experiences, and gain key insights into customers’ needs and motivations, the OXXO team feared they would risk losing customers to other competitors that foster stronger brand relationships.
OXXO’s digital loyalty app program, Spin Premia, created a hybrid journey that blended digital and physical experiences, providing customers with opportunities to earn digital points that could be used for in-store purchases. With nearly 38% of in-store sales driven through the loyalty program, OXXO knew that Spin Premia could be the key to unlocking massive sales growth if it could find new ways to interact with customers through the loyalty program. After a customer opted-in to Spin Premia, OXXO could then communicate digitally with them.
Realizing the important role WhatsApp already played in customers’ lives, OXXO adopted WhatsApp as part of their messaging strategy with Spin Premia. This opened the door for leveraging one-to-one communication and sending multiple messages through a single channel. With the ability to communicate both marketing and service messages through WhatsApp and manage these conversations using Salesforce’s Marketing Cloud and Service Cloud, OXXO delivers highly personalized experiences to its loyalty program customers based on data in their customer profiles. As a result, OXXO shares digital messaging and promotions that resonated with customers based on their in-store activities. This not only increased engagement with campaigns, it opened up the possibility of two-way interaction between customers and the OXXO brand.
Leveraging Marketing Cloud + WhatsApp empowered OXXO to send in-store promotions digitally to the right audiences, at the right time. This drove in-store traffic and ultimately resulted in a 20% increase in buyer spend per visit. Additionally, the increase in personalization could enhance customer loyalty. OXXO quickly saw the benefit of using Marketing Cloud + WhatsApp to join physical and digital experiences to offer customers more brand value while driving its own growth.
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The Results
Driving Successful Business and Marketing Outcomes
Leveraging Salesforce Marketing Cloud + WhatsApp helped OXXO delight customers with relevant messaging while optimizing internal marketing processes.
Improved Productivity. OXXO used AI-enabled functionality to automate user journeys across channels. This automation allowed teams to develop dynamic messaging campaigns faster, freeing OXXO to spend more time focusing on strategy and less time managing communication channels manually.
Optimized Marketing Budget. By using real-time data insights gained from Marketing Cloud and Service Cloud, OXXO delivers messaging to customers that is accurate and timely. This resulted in streamlined processes, more accurate segmentation, and better allocation of marketing resources.
Increased Conversions. Through one-to-one conversations, OXXO delivered personalized campaigns catering to each customer, making personalization a part of its strategy. As a result, they have seen dramatically improved conversion rates from messaging campaigns.
Multi-channel Results Through One Platform. The seamless integrations with Marketing Cloud and Service Cloud + WhatsApp provide the ability to send all marketing and service messages through one channel, centralizing the conversation and eliminating any communication siloes or confusion that may come with the use of multiple communication methods.
More Profitability. Salesforce Marketing Cloud + WhatsApp helped OXXO deliver promotions valuable to the specific customer. This resulted in higher sales, with a 20% increase in the average order spend.
The Salesforce + Meta Difference
By combining WhatsApp’s robust messaging abilities with the AI-driven power of Salesforce Marketing Cloud and Service Cloud, OXXO heightened its customer engagement through relevant and timely messaging. As a result, OXXO has seen increased campaign conversion rates, streamlined internal processes, and improved profitability. The strategic partnership between Salesforce and Meta equips companies across every industry with the data, tools, and insights to continue deepening customer relationships while driving significant and sustainable brand growth.
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