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CHAT COMMERCE

WhatsApp ‘chat commerce’ option launched for retailer’s customers

By our News Team | 2021

New service enables Smart Shopper loyalty members to use WhatsApp for loyalty points queries, competition entries and other services 24/7.

Leading African retailer, Pick n Pay, recently unveiled a chat commerce solution on WhatsApp aimed at giving its nine million Smart Shopper loyalty clients near-instant access to customer care and self-service options.

Members of the programme can access a range of Pick n Pay services by sending the word “Hi” to a specified number. A menu then allows shoppers to choose which action they want to perform. Possible actions include the ability to view a member’s loyalty points balance, block lost or stolen cards, order card replacements, update personal details, locate a store, or enter competitions.

“According to [research company] Forrester, retail is leading the way in chat adoption, and we are excited to provide an engaging experience for Pick n Pay customers in chat. Consumers love chat and with the broad reach of WhatsApp it is the perfect channel,” said Pieter de Villiers, CEO and Co-Founder at Clickatell.

Photo courtesy of Clickatell

Looking for new ways to engage with customers

Clickatell is a specialist in mobile communications and chat commerce, and has operations in Nigeria, South Africa, Canada and the US. It has partnered with Pick n Pay on the project.

“We are constantly looking to improve our customer service and to make it easier for our customers to engage with us. WhatsApp is a popular communication channel, so it made sense to launch a chat option for our customers to engage with us whenever they choose,” explained John Bradshaw, Head of Omnichannel at Pick n Pay.

The Pick n Pay Group operates close to 2 000 stores in eight countries across southern Africa, including a 49% investment in TM Supermarkets in Zimbabwe.

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