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How Rajasthan Royals Hit a Six: 4X sales and 50% Merchandise Orders via WhatsApp
Messaging powered fan engagement delivers 4-fold sales growth and 60% data collection boost
Enhancing post-purchase interactions for an e-commerce firm
50%
4
2X
by reaching customers in their preferred language
Fans are excited by the interactive experiences we can offer in WhatsApp, driving a threefold increase in engagement compared to text messages and a sevenfold increase over email. The volume of fans connecting over WhatsApp drives high participation in our contests and campaigns, while contributing to 60 percent of the first-party data growth we saw in only five months.
About the Brand
Based in Jaipur, the Rajasthan Royals are one of the founding franchises of the Indian Premier League (IPL), which is now the second most valuable sports league in the world (on a per game basis). Th team is the inaugural champion of 2008 season, finalists in 2022, and is known for harnessing the youth potential to shape the future of Indian cricket.
The Brand’s Challenge
Breaking the Engagement Barrier
Rajasthan Royals struggled to monetize their massive global fanbase beyond match days. Their existing channels-social media, email, and SMS only supported one-way communication, creating limited fan interaction and high drop-off rates when fans were redirected to purchase merchandise. With millions of passionate cricket enthusiasts worldwide expecting personalized, instant communication, RR needed a solution that could transform sporadic fan engagement into consistent, interactive experiences while seamlessly converting enthusiasm into sales.
The Solution
A Game-Changing Virtual Assistant
Recognizing WhatsApp’s widespread adoption among their global fanbase, Rajasthan Royals partnered with Gupshup to develop an innovative WhatsApp virtual assistant that transformed fan engagement. Upon connecting to the team’s WhatsApp channel, fans are welcomed with interactive menu options that invite them to immerse themselves in the Royals brand experience through exclusive content consumption, interactive games and quizzes, direct player interactions, and community engagement via the dedicated Royals fan lounge and chat rooms. The comprehensive platform also features a loyalty rewards system where fans earn Royal Coins while being seamlessly guided toward purchasing official RR merchandise, creating a unified digital ecosystem that combines entertainment, community building, and commercial opportunities.
Intelligent Fan Segmentation and Commerce Integration
The IPL franchise leveraged advanced fan segmentation based on WhatsApp usage patterns, delivering targeted notifications about players, community initiatives, and contests to maintain engagement. The team actively promoted their WhatsApp business account across social platforms, encouraging fans to connect and browse merchandise catalogs directly within the app. Using WhatsApp’s mini-product feature, fans could select preferred jersey sizes and styles, receiving seamless payment links that directed them to complete purchases on the team’s website. This streamlined approach captured fans when they were most receptive to purchasing, encouraging direct sales over third-party vendors while building stronger fan relationships.
The Success
Converting Cricket Fandom to Revenue Through WhatsApp’s Interactive Shopping Experience
Rajasthan Royals’ WhatsApp virtual assistant delivered exceptional results, driving consistent fan engagement while creating seamless shopping experiences that significantly boosted merchandise revenue. The platform generated 50% of all merchandise orders over one season, with WhatsApp-attributable sales increasing four-fold within just 2.5 months. The streamlined commerce integration achieved a 2x order-to-visit ratio, demonstrating superior conversion rates, while WhatsApp became the primary data collection channel, capturing 60% of first-party customer data within five months, establishing a robust foundation for future fan engagement and targeted marketing initiatives.
Use Case Summary
Solution
Conversational Marketing
Channel
Industry
Sports
