Success story Rituals

Rituals Cosmetics, a luxury brand specialising in home and body products, aimed to simplify their Loyalty Program onboarding process. With the integration of Spotler Message (formerly Eazy), they transformed the sign-up experience by using WhatsApp as the onboarding channel, making it faster and more user-friendly. This solution is now being expanded globally after its successful implementation in select stores.

Challenge

Traditionally, signing up for the Rituals Loyalty Program required customers to fill out forms at the checkout, which caused delays and often led to frustration. The process was not only time-consuming but also prone to data entry errors, which impacted both the customer experience and operational efficiency.

Rituals needed a solution that would streamline sign-ups, ensure data accuracy, and reduce manual work for store staff.

Solution

By integrating Spotler Message, Rituals introduced a new sign-up method using WhatsApp. How does this work?

1. Customer scans QR code in store

Customers can now scan a QR code at the checkout when paying for their products. This QR code is unique per store, ensuring accurate attribution of new registrations.

2. WhatsApp conversation will start automatically

After scanning the QR code, a preconfigured WhatsApp message is automatically sent to the main Rituals number. This message activates the registration process for the Loyalty Program.

3. Customer fills out the registration form

The customer receives a message via WhatsApp to fill in a registration form. This form collects the necessary data to become a member of the Loyalty Program.

4. System checks membership

The system automatically checks whether the customer is already a member of the Loyalty Program. If the customer is already registered, the data is checked and updated if necessary.

5. Automatic registration for new customers

If the customer is not yet a member, they will be registered immediately. Their profile will be automatically created in the Rituals CRM system.

6. Receiving the membership card via WhatsApp

After successful registration, the customer will immediately receive their unique membership card via WhatsApp. This card can be used for future purchases to gain benefits.

7. Help with any problems

If any issues arise during the process, customers are directed to an in-store associate for immediate assistance.

Key results

Faster sign-ups

The new system reduces the time needed for customers to join the Loyalty Program, allowing them to complete the process while in-store.

Improved accuracy

Direct integration with Rituals’ CRM ensures that all customer data is correct, reducing errors in the registration process.

Enhanced customer experience

Customers find the WhatsApp-based process simple and intuitive, improving their overall in-store experience.

Operational benefits and enhanced customer engagement

One of the standout features of the new process is the use of store-specific QR codes. Each store has its own unique code, allowing Rituals to accurately track customer registrations at the location level. This not only helps monitor the effectiveness of the Loyalty Program across different regions but also provides valuable insights into store performance.

Additionally, customers can continue using the same WhatsApp chat for customer service inquiries, ensuring a seamless experience beyond the sign-up process. The shift to WhatsApp-based registration has also led to significant time savings for both customers and staff, as the need for manual data entry has been drastically reduced.

Rituals’ perspective

“By launching the WhatsApp-based onboarding in several of our stores, we’ve already seen great success in streamlining the Loyalty Program sign-up process. Customers appreciate the convenience, and we’re excited to expand this solution across all our stores globally.”

– Jessey de Graaf, Head of Owned Channels at Rituals

Why this solution works for Rituals

The WhatsApp-based system has significantly improved Rituals’ Loyalty Program registration process. Customers can now join with ease while still shopping, and store staff no longer have to manage manual sign-ups. This solution not only enhances the in-store experience but also provides valuable data insights for Rituals, enabling them to track and improve customer engagement across their stores.

Future plans

Following the success of the initial pilot, Rituals is now rolling out this solution across all its global locations. The WhatsApp registration system provides a scalable and efficient approach to handling customer sign-ups, aligning with the brand’s commitment to enhancing the customer journey.