How to add WhatsApp to your omnichannel strategy [+5 benefits]

How to add WhatsApp to your omnichannel strategy [+5 benefits] blog

By Typie

WhatsApp marketing assistant

How can WhatsApp bring together online and offline customer interactions for better engagement? Read on to learn the benefits of WhatsApp as part of your omnichannel strategy.


Brands looking to start with WhatsApp marketing often wonder how it fits into an omnichannel marketing strategy. 


Or if it can be part of one.


How do you use WhatsApp to connect online and offline, and vice versa?


This is understandable. WhatsApp may be a powerful revenue and retention channel now used by hundreds of enterprise businesses, but it's still new to many.


That's what we're here for. Here, we share the details of:




Flow chart of a website opt-in welcome message sequence in Charles marketing automation platform, with conditional steps - Whatsapp MarketingA WhatsApp opt-in showing the double opt-in process (for GDPR) while also using the chance to collect data about customers. Shown in charles' WhatsApp automation feature, Journeys.



Why WhatsApp for your marketing?

With over 2 billion users worldwide, WhatsApp’s ubiquitous presence makes it an ideal platform for brands to integrate their offline and online marketing strategies.


Its high engagement rates — with open rates often around 85-90% — surpass traditional channels like email, making it a potent tool for personal communication. And customers love the 2-ways interaction made possible with the WhatsApp Business API (through a platform like charles).


WhatsApp also allows for rich media interactions, including images, videos, and interactive messages, enhancing the customer experience significantly. 



Enterprise WhatsApp marketing blueprint banner, simple landscape



Why WhatsApp is essential for omnichannel success

Incorporating WhatsApp into your marketing strategy opens a direct line of communication with customers, enhancing both the WhatsApp online and offline experience.


This strategy not only increases engagement but also builds lasting relationships that foster loyalty and repeat business.



whatsapp-customer-retention-honey-pot-mainFor more on customer loyalty in WhatsApp, see our blog post: Why WhatsApp is a great customer retention tool [+ 7 WhatsApp templates]



5 benefits of a WhatsApp omnichannel strategy

Here's a summary of 5 business benefits of WhatsApp as part of your omnichannel strategy. 


  1. Seamless customer communication: WhatsApp allows for instant and direct communication with customers, whether they're shopping online or in-store. This makes it easy to answer questions, provide support, and send updates in real time.

  2. High engagement rates: WhatsApp messages have incredibly high open and response rates compared to traditional emails. This means your messages are more likely to be seen and acted upon, leading to better customer engagement.

  3. Personalized customer experience: By integrating WhatsApp with your CRM, you can send personalized messages based on customer preferences and purchase history. This helps make your interactions more relevant and engaging.

  4. Enhanced customer loyalty: Regular, personalized communication through WhatsApp helps build stronger relationships with your customers. When customers feel valued and understood, they are more likely to remain loyal to your brand.

  5. Powerful data collection: WhatsApp interactions provide valuable data about customer behavior and preferences. This valuable first-party data can be used to tailor marketing strategies, improve products, and enhance overall customer experience – and is increasingly important in a cookieless world. 


60% of senior executives say that the loss of third-party cookies will have a disruptive effect on their marketing



Key strategies for WhatsApp omnichannel integration

Here's how to put this into practice and embed WhatsApp in your omnichannel strategy:


1. Blend in-store and online interactions

Integrating WhatsApp helps bridge the gap between physical retail and e-commerce. QR codes in-store can connect customers instantly on WhatsApp to access more information, check product availability, or secure exclusive offers. This connection continues beyond the store, enhancing the WhatsApp business omnichannel experience by maintaining ongoing conversations.


typie-the-authorIn practice: a shopper sees a QR code next to the shoes they like in your store. They scan it with their phone and immediately get a message on WhatsApp with more details or an exclusive discount. 


2. Offer real-time customer service

WhatsApp enables immediate customer support, providing quick answers to queries about products or services. This swift communication is key for an effective WhatsApp omnichannel strategy, ensuring customers feel supported throughout their shopping journey, encouraging them to come back.


typie-the-authorIn practice: Customers can ask about sizes, colors, or the status of their order and get answers right away from your agents. Common queries can be automated to take the repetitive work away from your team.


3. Enhance post-purchase communication

Keeping in touch after a purchase is crucial. WhatsApp facilitates direct updates about orders, shipping details, and feedback requests. This strategy not only improves customer satisfaction but also opens the door to further personalized interactions and repeat purchases.


typie-the-authorIn practice: After a customer buys something, whether online or offline, WhatsApp can be a direct line for you to send them updates about their order or even ask for feedback. It’s also perfect for sending a quick thank you message with a personalized offer to keep them engaged.

4. Use data for personalized marketing

Collecting and using customer data for personalized messaging is a cornerstone of a strong WhatsApp omnichannel strategy. Integrating with CRM systems allows for targeted communications based on previous interactions, purchase history, and customer preferences, enhancing the relevance of each message.


typie-the-authorIn practice: When you connect WhatsApp with your customer database, you can send messages that really matter to each customer. Say it’s their birthday, or they’ve just made their tenth purchase; a quick, personalized note on WhatsApp can make them feel valued and strengthen their loyalty to your brand.



whatsapp-message-birthday-wishes-retentionCustomers love to get a birthday greeting on WhatsApp, especially if there's a small gift attached. In this example, customers get an extra incentive to go in-store.




Why choose charles for your WhatsApp omnichannel strategy?

At charles, we're experts at supporting brands with their WhatsApp omnichannel strategies and finding ways to ensure profitability.


Here's why numerous leading European brands trust us as their WhatsApp software partner:

  • Deep WhatsApp expertise: We have 5 years' experience helping leading consumer brands succeed with WhatsApp marketing – through our software and support. 

  • Comprehensive CRM and service integrations: charles integrates effortlessly with your existing tech stack, like Emarsys and Zendesk, synchronizing data and simplifying the management of customer interactions across platforms. 

  • Passionate support: Our team is dedicated to your success, providing ongoing guidance and insights to help you optimize your WhatsApp campaigns and understand their impact. 

  • Proven track record: charles is the chosen partner for brands like MediaMarkt, adidas and Dermalogica, and any brand looking to enhance their marketing efforts through WhatsApp. See our customer stories here.

  • ROI focus: We know that numbers matter to marketing and CRM teams. We're laser-focused on helping brands create a WhatsApp omnichannel strategy that's profitable in the long-term.



Maurizio demo application call to action banner charles



To sum up: WhatsApp is part of any future-looking omnichannel strategy

WhatsApp Business and marketing is already huge in countries like Brazil and India.


It's now growing fast in Europe thanks to investment from Meta and a huge uptake in WhatsApp Business app and API from businesses – with consumers also signing up for WhatsApp communications in their millions.


WhatsApp moves beyond traditional methods to create a more connected and personalized shopping experience. It also enables brands to collect valuable first-party customer data, which is increasingly important in a cookieless world.


Any CRM or marketing team looking to grow customer loyalty and boost revenue in the long-term needs to have WhatsApp as part of its omnichannel strategy in 2024 or 2025.


With the right software partner (like Meta Partner, charles) and integrations, it's straightforward to add WhatsApp to your marketing mix, and the results are more than worth it.


Start WhatsApp omnichannel marketing the right way with charles

Ready to transform how you interact with customers? Let’s discuss how WhatsApp can enhance your online and offline omnichannel strategy.


We've been doing this for 5 years and know how to help you get started easily and stay GDPR compliant – as well as maximize revenue during WhatsApp campaigns.  Get your free 30-minute demo.

FAQs about WhatsApp omnichannel strategy

What is WhatsApp omnichannel marketing?

WhatsApp omnichannel marketing involves using WhatsApp to provide a cohesive customer experience across various channels, including in-store interactions, online websites, and mobile platforms. It integrates communication to ensure consistent and personalized customer engagement.

How can WhatsApp enhance the customer experience in an omnichannel strategy?

WhatsApp enhances the customer experience by providing a direct and personal way to communicate. It allows businesses to send timely updates, answer queries instantly, and engage customers with personalized content based on their interactions across different channels.

What are the key benefits of integrating WhatsApp into an omnichannel strategy?

Key benefits include increased customer engagement due to real-time interactions, higher conversion rates with personalized messaging, improved customer loyalty through tailored services, and the ability to track and analyze customer behavior across different touchpoints for more targeted marketing efforts.

How do businesses ensure data consistency across channels in a WhatsApp omnichannel strategy?

Businesses ensure data consistency by integrating WhatsApp with their existing CRM (customer relationship management) systems. This integration helps synchronize data collected from WhatsApp interactions with other channels, ensuring all customer information is up t0 date and unified.

Can small businesses benefit from a WhatsApp omnichannel strategy?

Absolutely. Small businesses can significantly benefit from a WhatsApp omnichannel strategy by providing personalized service that differentiates them from larger competitors. It's a cost-effective solution that can lead to improved customer satisfaction and retention, even with limited marketing budgets.

What about enterprises with retail stores? Can they benefit from a WhatsApp omnichannel strategy?

Yes, enterprise businesses with retail stores can significantly benefit from a WhatsApp omnichannel strategy. This approach allows them to integrate their digital and physical sales channels, creating a seamless and consistent customer experience. By using WhatsApp, enterprises can engage with customers directly and personally, offering instant communication for inquiries, support, or promotional messaging.


For instance, customers can receive real-time notifications about their in-store pickups or orders via WhatsApp, ask questions about products while they browse online, or receive personalized promotions based on their shopping history. This level of integrated communication helps enhance customer satisfaction, increases sales opportunities by prompting immediate action, and improves customer retention by building stronger relationships.

Moreover, the data collected from these interactions can provide valuable insights into customer preferences and behavior, enabling more targeted and effective marketing strategies. The seamless integration of WhatsApp also ensures that the brand's message and customer experience are uniform across all touchpoints, which is crucial for maintaining the professionalism and reliability expected of large enterprise businesses.