PTI

THEIR SOLUTION

Adding a reliable channel

A vision to contribute to the greater good of society through innovation drives the core values of PTI. The company is committed to offering Indonesia’s leading beauty solutions, while retaining its focus on enhancing the welfare of all people. PT’s major brands include Wardah, Emina, Make Over, and Kahf, which are seen throughout southeast Asia as high-quality products recommended by skin-care experts across the region.

COVID-19 lockdowns in 2020 and 2021 impacted all retail stores carrying PTI brands. With beauty consultants unable to meet with shoppers directly in stores, PTI faced a big challenge in their sales generation. To stay aligned to their core value of serving all people, PTI chose to upskill their existing beauty consultants, called “Beauty Experts,” who provided services in stores to give them the skills to offer services digitally and provide recommendations online.

To support its efforts, PTI integrated WhatsApp Business Platform—one of the most popular messaging platforms in Indonesia—into their website and social media channels. By adding a “click to WhatsApp” link on its digital properties, along with including WhatsApp information on all product packaging, PTI set out to increase market share by enabling shoppers to purchase their beauty products directly in their favorite messaging apps. They partnered with Qiscus to rapidly reinvent how their expert beauty consultants worked in a new digital environment.

Beauty experts shifted their offline skills to customers online, successfully delivering personalized customer experiences and addressing shopper concerns through their support on WhatsApp while gaining a deeper understanding of e-commerce. Given its large social media presence, the WhatsApp Business Platform aids PTI call center staff in efficiently managing a high volume of queries and enabling live consultations for enhanced selling and customer retention. An automated virtual assistant initiates a simple menu to help route shoppers to live agents based on the support they need, greatly streamlining classifying and managing customer inquiries.

“As people become aware of our products in social media or other channels, they move into a consideration phase,” says Sheilla Firdausa, head of digital innovation. “By clicking through to WhatsApp, the immediacy of the service we provide increases and customers often move faster from consideration to purchasing our products.”

WhatsApp facilitates a “personal shopper” experience where customers can get detailed product information via chat. The solution enables beauty experts to deliver skin and product consultations with customized recommendations according to each customer’s unique needs.

By integrating the “click to WhatsApp” button on their website, PTI created workflows with multi-agent access to manage calls for their ecommerce platform. As a result, the business saw an increase in the direct sales while minimizing customer drop-off rates that are common when shoppers have to go to external websites. The solution leverages features to explore the online store and view catalogs. The agents are also trained to close sales directly on the platform through forms filled out by customers.