+91-9355000192
Login
Homecentre Achieves 20X+ ROAS by Driving Personalized Marketing and Re-engagement on WhatsApp
Leading furniture and home décor brand from Middle East leverages WhatsApp to reconnect with various customer segments, influence purchase and repeat purchase
20-30X
55~60%
7-8X
WhatsApp has fundamentally changed how we think about CRM reach and performance measurement. Unlike push notifications or SMS, it gives us the confidence to know how our customers are actually consuming our messages and the data to prove it's driving real revenue. The results speak for themselves: consistent 20x+ ROAS across campaigns, far outpacing any other channel in our mix. Working with Gupshup has made it seamless to scale this across our most important customer segments, and we're only just getting started.
About Homecenter
Homecentre is one the most trusted furniture and home décor retail brands, and a flagship concept of the Landmark Group, the largest retail conglomerates in the Middle East. With a wide network of stores across the UAE, Saudi Arabia, Bahrain, Kuwait, Oman, Qatar, and Egypt, Homecentre offers customers an extensive range of furniture, bedding, bath, kitchen, and home accessories. Known for combining style with affordability, the brand caters to a diverse customer base seeking to create beautiful, functional living spaces. Homecentre also operates a growing e-commerce platform, serving millions of customers digitally across the region.
The Challenge
Strong acquisition strategy limited by channel reach and attribution gaps
Homecentre’s performance marketing strategy was heavily focused on acquiring high-value iOS customers, who convert at nearly double the rate of Android users. However, this created a structural gap in their CRM reach:
- Push notifications reached only ~40% of iOS users due to stringent iOS Opt-in policies, leaving a significant portion of signed-up customers unreachable.
- SMS offered no read-level tracking, making it impossible to attribute conversions accurately. Any analysis required assuming all delivered messages were read, making it inaccurate.
- With a 15-day average consideration-to-purchase window typical in furniture and home décor, understanding when and whether a customer read a message was critical to measuring true campaign impact.
The team needed a channel that could reach the full base of signed-up customers while providing the tracking fidelity to prove incremental revenue impact.
The Solution
Segmented WhatsApp campaigns with direct attribution from message to transaction
Homecentre partnered with Gupshup to implement WhatsApp as a core CRM channel, built around three key principles.
- Reach beyond push notification limitations. WhatsApp enabled Homecentre to target all customers with a phone number on record including churned users who had uninstalled the app and were entirely unreachable via push notifications. Customer cohorts (active, less active, potential churn, and churned) each received tailored messaging in different frequencies, particularly during major commercial events like Ramadan and Big Friday Sale.
- Replace assumptions with proof. The team at Homecenter built a direct attribution chain for messages sent → messages read → transaction, with a 24-hour post-read window as a conservative baseline. For the first time, campaign performance could be measured with certainty rather than estimated.
- Strategic personalization. Beyond cohort-based targeting, Homecentre ran hyper-personalized campaigns for customers holding specific bank credit cards (Al Rajhi Bank, ADCB etc), delivering exclusive offers during key retail moments and driving some of their highest ROAS results on record.
The Impact
Triple the ROAS of paid channels, with engagement proof at every step
WhatsApp delivered an overall ROAS of 20X+ across campaigns more than double the 7–8X average Homecentre sees from paid acquisition channels like Google, Meta, TikTok, and Snapchat. Active segments returned 27–30X, potential churn segments a strong 14–15X, and the Saudi National Day campaign peaked at ~35X.
Campaign delivery rates held consistently at ~78%, with 55–60% of delivered messages being read, giving the team a reliable signal of content consumption that neither SMS nor push notifications could offer. WhatsApp proved to be the most cost-effective channel for re-engaging existing customers at scale.
Building on this success, Homecentre is now expanding beyond broadcast campaigns into automated post-purchase journeys for cross-sell and upsell, and piloting a shopping assistant with Gupshup to enable two-way conversational commerce turning WhatsApp from a marketing channel into a full customer engagement platform.
Solution
Marketing
Channel
Industry
Retail & Ecommerce
