Net-a-Porter is using chat app, WhatsApp, to provide personal VIP service to its top customers via personal stylists.
Brands including Diesel, Agent Provocateur, Clark’s, and Kenneth Cole already use WhatsApp to communicate with customers and run campaigns and Net-a-Porter have recently realized the potential of the app to build customer relationships.
Customers who shop Net-a-Porter by mobile devices currently place double the number of orders than those who shop from the desktop and the orders are also higher value, according to CEO Federico Marchetti.
Yoox Net-a-Porter is currently investing in a direct-sales platform on WhatsApp, but the native shopping apps for Android and iPhone will remain available. WhatsApp’s biggest user base is India, followed by the Middle East and South America. It’s thought Net-a-Porter is concentrating on growth outside the US, which accounts for only a small fraction of its yearly revenue. The largest growth for the company last year was seen in the Asia Pacific region, which increased by 27% to $322 million.
The mobile channel is becoming an increasingly important part of marketing strategy for global businesses. Last year Dior promoted and sold a limited edition bag to customers through the app WeChat and successfully increased its social following.
Yoox Net-a-Porter recently released a new Android app for online designer outlet, The Outnet and confirmed that mobile would be a focus point for marketing efforts in its 2016 annual report.