WhatsApp is now an essential tool for connecting with customers in a more personalized and effective way. After analyzing the stages of a WhatsApp Commerce strategy, we focus on the details of the discovery phase, which lays the foundation for the success of any commercial initiative. In this article, we explain what this phase entails and what strategic actions your company can implement to maximize its benefits.

What is the discovery phase in WhatsApp Commerce?

The discovery phase is a stage in the WhatsApp Commerce strategy, the first step in which companies identify and understand the needs, behaviors, and preferences of their potential customers.

During this phase, valuable information is collected and analyzed, allowing the design of a personalized and effective strategy.

What are the objectives of the discovery phase?

• Identify the target audience: Understand who your potential customers are and what their demographic characteristics, interests, and behaviors are.
• Understand the market: Analyze the competitive environment and market trends to identify opportunities and threats.
• Define objectives: Establish clear and measurable goals that will guide actions during the rest of the strategy.
• Segment customers: Divide customers into homogeneous groups to offer more relevant and personalized messages and offers.

What tools and techniques should you implement during the discovery phase?

During this phase, your company can use various tools and techniques to gather the necessary information, such as:

• Surveys and questionnaires: Collect data directly from customers through specific questions.
• Data analysis: Use analytical tools to extract information from existing databases.
• Social media monitoring: Observe and analyze interactions and comments on social platforms to better understand customers.
• Market studies: Conduct formal research to obtain a broader view of the market and competition.

What strategic actions should I take during the discovery phase?

Tools and techniques are not everything; strategic actions must be applied in this phase before moving on to the next stage. These actions may include:

1. On implementing surveys and questionnaires

As mentioned, surveys and questionnaires are a direct and effective way to obtain relevant information from customers. But how can you make the most of them?

You can distribute them via WhatsApp using chatbots that guide users through the questions. Surveys can cover topics such as product preferences, satisfaction levels, and future expectations.

For example: A clothing store can send a survey to its customers asking about their preferred styles, favorite colors, and purchase frequency. This information helps to personalize future offers and recommendations.

2. On the use of data

Data analysis allows companies to extract patterns and trends from large volumes of information. In the discovery phase, it is crucial to use analytical tools to interpret the data collected and obtain actionable insights.

For example: Use Google Analytics to analyze website traffic and determine which products generate the most interest. This information can be integrated into the WhatsApp Commerce strategy to send personalized messages to users interested in those products.

We recommend reading how PagoEfectivo improved customer service with a WhatsApp Commerce strategy, facing the challenge of managing a high volume of inquiries.

3. On social media monitoring

If data is the new oil, social media is the gold mine with information about customers. Monitoring conversations and mentions on platforms like Facebook, Instagram, and Twitter offers valuable insights into consumer opinions and behaviors, enabling specific actions in the discovery phase and subsequent stages.

For example: If a cosmetics company notices that many users on Instagram mention a specific product in their stories, they can leverage this information to promote that product via WhatsApp with personalized messages and special offers.

4. On the value of market studies

Market studies are deeper and more formal research that helps understand the competitive environment and market trends. These studies are conducted through interviews, focus groups, and competitor analysis.

For example: A technology company can conduct a market study to identify the latest trends in mobile devices and adjust its WhatsApp Commerce strategy to promote the most in-demand products.

The benefits of a well-executed discovery phase

Implementing a robust and well-planned discovery phase offers multiple benefits for companies; some of them are:

• Personalization: Allows offering more personalized experiences and messages, increasing customer satisfaction and loyalty.
• Efficiency: Helps identify and focus on customers with the highest conversion potential, optimizing marketing resources and efforts.
• Competitiveness: Provides a deeper understanding of the market and competition, allowing for more informed and strategic decisions.
• Innovation: Facilitates the identification of new opportunities and trends that can be leveraged to stay ahead of the market.

The discovery phase in a WhatsApp Commerce strategy is essential for building a solid foundation that allows the development of effective and personalized campaigns. Through data collection and analysis, social media monitoring, and market studies, companies gain valuable information about their customers, as well as about the competition.

By implementing these strategic actions, your company improves customer experience and increases its efficiency and competitiveness in the market””reasons enough to invest time and resources in this phase.

If you feel your company is not taking full advantage of WhatsApp’s potential, don’t hesitate to contact us so we can start working on it.