"Become Family: How Farmacias Benavides achieves 70x ROAS with WhatsApp Flows"
In the competitive world of Latin American retail, connecting with customers in an authentic and personalized way is the key to success. Farmacias Benavides, a leading brand in Mexico, has demonstrated how to leverage the power of WhatsApp Business, not only to boost sales, but also to build a loyal community that feels part of the “Benavides family”. Their secret? A customer-centric strategy, making the most of WhatsApp Flows and offering personalized support, as we’ll see in the case study below.
The Challenge: Stand out during key seasons like Hotsale and Buen Fin, attracting new customers while strengthening the connection with existing ones.
/The Solution/: Integrate WhatsApp Business as the main communication channel, developing and implementing personalized strategies through WhatsApp Flows.
Juan Francisco Estrada Campos, Sr. Digital Marketing & Loyalty Manager at Farmacias Benavides, shared at the WhatsApp Business Summit LATAM how personalization is fundamental to their strategy. “We expected to provide the customer with support… to make them feel accompanied, to make them feel better,” says Estrada. Benavides seeks to know each person, offer them follow-up, and provide the right information at the right time. This personalized attention is key to building a relationship of trust and loyalty.
WhatsApp Flows allows Benavides to segment their customers, whether they are loyalty program members or new prospects, and offer them relevant information based on their needs and interests. During events like Hotsale and Buen Fin, this segmentation is crucial. The brand starts planning months in advance, developing a commercial plan that includes segmentation and the creation of specific content for each group.
To attract new customers, they use Click to WhatsApp, an ad type that connects them directly with a conversational flow within the app. Through this flow, users share their preferences, allowing Benavides to further personalize the communication.
This strategy has generated impressive results:
70X ROAS: For pre-profiled users with WhatsApp Flows, Benavides observed an advertising return on investment 70 times higher compared to other strategies.
82% Open Rate: The message open rate during Hotsale, a season with high advertising saturation, reached 82%.
60% Flow Completion: 60% of users who started a conversational flow completed it, demonstrating a high level of engagement.
These results not only translate into increased sales, but also greater customer satisfaction, as they receive relevant information and feel heard.
The Customer Experience:
Benavides uses WhatsApp Flows to obtain key customer information in a non-invasive way. Unlike lengthy forms, Flows allow them to request data such as name, surname, and date of birth in a conversational manner, making the experience more fluid and pleasant. Additionally, users can view the progress of the interaction on a single screen, increasing transparency and participation.
Farmacias Benavides’ strategy demonstrates how WhatsApp can be much more than a marketing channel: it’s a powerful tool for building lasting relationships with customers, creating a true community.
If you’re interested in using WhatsApp Flows to improve your communication, we invite you to learn about Sol by Emptor, a platform that uses WhatsApp Flows to validate identities and backgrounds as part of hiring processes. With Sol by Emptor, you can offer a fluid and human experience, caring for your future collaborators.
