+91-9355000192
Login
Português
Español6thStreet Accelerates ROAS by 5-8X with Segment-Based Conversational Marketing
UAE’s favorite fashion eCommerce uses Gupshup Conversation Cloud to reach 97% of its customer base on WhatsApp
Fashion Meets Performance! 6thStreet Drives:
8X
5X
8%
Leveraging Gupshup Advertise
Partnering with Gupshup on WhatsApp marketing allowed us to build meaningful connections with our customers, leveraging personalized campaigns and automated engagement to drive impressive ROAS and customer loyalty. Gupshup has been the ideal partner to bring our vision of conversational marketing to life.
About the Brand
Headquartered in Dubai, 6thStreet is a leading omni channel e-commerce brand offering a wide range of fashion products, including shoes, bags, apparel, and accessories for women, men, and kids across the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, and Qatar. With over 1400 global brands, 6thStreet aims to help customers look like a million bucks with trend-forward products at accessible prices.
The Brand’s Challenge
Reaching Customers Beyond Traditional Digital Channels
6thStreet encountered growing challenges with their primary customer touchpoints as effectiveness began to decline. Recent iOS and Android updates significantly reduced push notification reach, while traditional channels like SMS and email showed declining performance rates. With customers becoming increasingly unresponsive to conventional digital marketing approaches, the fashion retailer needed an immediate solution to maintain customer connections and drive conversions. The challenge was finding a channel where their audience was not only present but actively engaged—leading them to discover that 97% of their customer base was highly active on WhatsApp.
The Solution
Segmented Marketing and Contextual, Interactive Campaigns
In partnership with Gupshup, 6thStreet established a robust presence on WhatsApp, using it as a holistic channel to support every step of the customer journey—from onboarding and personalized recommendations to order confirmation and post-purchase support. The brand deployed promotional campaigns, auto-triggered messages for actions like cart abandonment, and essential utility alerts for events such as payment failures.
Instead of relying on generic broadcast campaigns, 6thStreet launched highly targeted campaigns segmented by RFM analysis to engage both active and inactive customer groups. This segmentation included tailored brand affinity campaigns to align with customer preferences, enhancing retargeting and upselling efforts. Automated triggers based on shopper behavior, such as placing orders or abandoning carts, allowed 6thStreet to drive contextual re-engagement.
Leveraging Meta’s 24-hour free session window, 6thStreet also implemented follow-up campaigns within this timeframe, maximizing engagement potential. Additionally, the platform’s personalized upsell recommendations helped customers discover products aligned with their tastes and needs, facilitating product discovery and meeting key business goals.
The Success
Transforming Customer Engagement Through Strategic WhatsApp Marketing
6thStreet’s partnership with Gupshup revolutionized their customer engagement approach, delivering exceptional results through intelligent WhatsApp marketing. By implementing segment-based campaigns using RFM analysis and automated behavioral triggers, the fashion retailer transformed generic messaging into personalized, contextual experiences. Their strategic use of Meta’s 24-hour session window and tailored product recommendations turned WhatsApp into their most powerful engagement channel. The results speak volumes: an impressive 8X ROAS from WhatsApp campaigns, 5X increase in abandoned cart conversions, and an 8% boost in customer recency scores, proving that conversational marketing can drive both engagement and profitability.
Use Case Summary
Solution
Conversational Marketing
Channel
Industry
E-commerce
