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Breaking Silos: How Azadea Unified 25+ Brands on One WhatsApp Support Platform
Azadea, a leading lifestyle retail and e-commerce group in the MENA region, partnered with Gupshup to unify customer support across more than 25 brands on WhatsApp. Through this collaboration, Azadea integrated WhatsApp into its existing customer support ecosystem, enabling context-rich agent handoffs, centralized visibility, and scalable multi-brand operations—without compromising brand identity or customer experience.
Azadea
58%
35,000+
72–80%
unified customer support across brands
Our customer support operations have become more streamlined with improved bot management, smoother handovers to agents with full context, and centralized two-way communication within a single platform. This has helped us deliver more consistent support across our 25+ brands while improving response times for customers. Our partnership with Gupshup has supported better team efficiency and an improved overall customer experience.
About the Group
Azadea is a leading lifestyle retail and e-commerce group operating across the GCC, Middle East, and Africa. The Group manages a diverse portfolio of 40+ international brands, including Adidas, Anthropologie, Boggi Milano, Decathlon, Kiko Milano, Mango, Paul, Virgin Megastore, and other fashion, sports, and lifestyle concepts. With a strong presence in 14 countries across the Middle East and Africa. Azadea operates 800+ of stores alongside growing digital platforms.
As each brand operates its own WhatsApp number for customer support, Azadea required a solution that could unify support management while maintaining clear brand identification and complete conversation context throughout the customer journey.
The Challenge
Managing Multi-Brand WhatsApp Support at Scale
As customer engagement on WhatsApp increased across its brands, Azadea focused on strengthening its support operations by:
- Offering customer support on WhatsApp to meet customers on their preferred channel
- Connecting support interactions with broader customer engagement efforts for better visibility
- Managing support for 25–30 brands—each with its own WhatsApp number—within a single environment
- Ensuring agents could immediately identify the brand a customer was contacting
- Preserving full conversation context from Bot interactions through to agent handoff, so customers never had to repeat themselves
The goal was to deliver a seamless, consistent support experience across all brands while enabling teams to operate efficiently on a scale.
The Solution
Unified WhatsApp Customer Support Powered by Gupshup
Azadea partnered with Gupshup Conversation Cloud to integrate WhatsApp into its customer support ecosystem, enabling end-to-end visibility across customer interactions.
Together, Azadea and Gupshup implemented a solution that:
- Enabled bot-first customer interactions with seamless transfer to live agents when needed
- Transferred complete conversation history to agents during handoff, ensuring full context
- Introduced brand identification through structured tagging, preventing agent confusion across 25–30 brands
- Resolved complex routing scenarios involving customers interacting with multiple brands simultaneously
- Allowed ticket creation only when required, giving teams flexibility and reducing unnecessary operational overhead
This collaborative approach created a unified support environment that combined the efficiency of automation with the empathy of human agents while preserving each brand’s identity.
The Success
Scalable, Context-Rich Support Across 25+ Brands
The collaboration between Azadea and Gupshup delivered measurable improvements across both operational performance and customer experience:
- 35,000+ customer queries handled across 25+ brands in a 4-month period
- 12,000+ cases in December alone, demonstrating the platform’s ability to scale during peak periods
- 58% improvement in Bot resolution rates
- 72–80% first contact resolution achieved by leading brands such as Decathlon
The unified platform centralized bot interactions, agent handovers, ticket resolution, and two-way communication, giving Azadea’s CX teams full visibility across all brand conversations and supporting more efficient, consistent customer support at scale.
Solution
Customer Support
Channel
Industry
Retail & Ecommerce
