Buying group Sugro has launched a new WhatsApp channel to optimise communications with members.
The group will be exclusive to members and uses B2B.store’s WhatsApp business API service ProConnect.
Sugro is introducing the paid-for channel to boost professional tools and security on the ProConnect platform.
The channel allows Sugro to operate a “one-way messaging environment” in which the buying group can message multiple contacts without allowing them to reply.
This limits the usage of the channel to share updates on deals and news, without receiving direct responses, queries, or feedback from customers.
“We see this use of WhatsApp as a smart way of enhancing our member communications and are excited to get our new channel live,” said head of commercial and marketing Yulia Petitt.
“We will be using this to send all Sugro members updates on key suppliers, NPDs, incentives, prize draws and more, providing them with everything they need to know in a digestible format in WhatsApp, where most communications now happen.
“The speed that messages are read is also a big draw for us, with WhatsApp achieving much higher open rates – in a much quicker time – than alternatives such as email and SMS.”
Sugro already uses WhatsApp within its membership in a different way, with a retailer channel for wholesale members’ customers that sends deals and incentives from Sugro’s eLoyalty scheme.
This is soon to be expanded to include the eLoyalty Extra Compliance & Execution scheme, which will allow retailers to capture evidence of compliance in WhatsApp by tapping ‘take photo’ and sending proof of compliance to be approved.
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