How Uncover partnered with Flowcart to 3x WhatsApp revenue and expand across Africa

Content

Uncover Skincare, a leading beauty brand, saw remarkable growth by embracing Flowcart’s platform. By using the broadcast feature and offering interactive skincare quizzes, Uncover tripled the revenue generated from WhatsApp compared to email marketing and now drives one-third of their total e-commerce sales through WhatsApp. This transformation allowed Uncover to create a more dynamic customer experience and meet their customers’ skincare needs more effectively.

The challenge

Inefficient and Expensive Marketing: Traditional marketing channels were costly and lacked the ability to reach specific customer segments in a personalised way.

Limited Customer Education: In the beauty and wellness industry, customers often need personalised advice before purchasing. Uncover frequently received messages from customers asking questions about products, ingredients, and recommendations. However, without a seamless way to provide this education within the sales funnel, the process was inefficient.

Disconnected Sales Funnel: Uncover lost potential sales when customers were directed to the website to complete purchases. The disjointed experience caused many customers to drop off before finalising their orders, leading to high cart abandonment rates.

The Solution

Uncover partnered with Flowcart to roll out several key features that transformed their customer engagement and sales process

Targeted Marketing on WhatsApp

By using Flowcart’s broadcast feature, Uncover sent personalised messages to customer groups segmented by location, demographics (e.g., moms with hyperpigmentation concerns), and purchase history. This enabled them to deliver cost-effective promotions and product updates, ensuring that the right customers received the right message.

Interactive Product Education

Flowcart’s platform allowed Uncover to offer skincare quizzes that helped customers find the right products based on their skin type and concerns. Customers could ask questions about ingredients and receive real-time answers directly through WhatsApp, without ever leaving the app.

Seamless Sales Conversion

Flowcart simplified the sales funnel by allowing customers to interact with product catalogues, ask questions, and place orders all within WhatsApp. This reduced friction in the buying process and improved conversion rates.