WhatsApp Business (WB) is a social networking platform for businesses to connect with their customers. The client intended to create awareness about the platform and onboard small & medium business (SMB) retailers on the application. This activity was carried out in four cities namely Surat, Lucknow, Bhubaneshwar and Vizag.
Approach:
- Manpower Selection & Training:
- Manpower Selection: Channelplay enrolled business associates who have experience in onboarding retailers for various projects. These associates have awareness of the geography, are street-smart and interact in a local dialect to overcome language barriers
- Training: The shortlisted associates were provided face-to-face / tele training detailing the list of expectations from the project along with company guidelines
- Certification: Mock assessment of every associate was conducted by Channelplay team at the onset of the project to ensure their level of project understanding
- Information & Onboarding Methodology
- The area/diameter of each target city was demarcated by Google maps, mapping all areas, pin codes & popular market places
- Identified business categories, to be excluded from the activity
- Business associates reached the decided area/market place daily & visited SMB’s street by street
- The associates wore WhatsApp branded T-Shirts & Caps during their visit to the markets as a representation of Brand
- The associates introduced & described the features of WhatsApp Business application to the business owners, with the help of visuals and collaterals
- Post taking acceptance from respondent, these associates guide the SMB owner with the download and registration process and complete the onboarding by filling mandatory business information (Business hours, Business picture, Address and business name and category).
- Pictures of Business signage/visiting card, along with WhatsApp Business profile screenshot was taken as a proof of registration. These visual proofs were geo tagged with date & time stamp
- Data Authentication & Reporting
- The reporting of data was in the form of an excel-based analytical dashboard
- Registered mobile numbers were verified with the visual proofs
- Team leads conducted audit on a sample of shops already visited by field manpower
Outcome:
Channelplay successfully delivered 2500 registrations along with developing best practices on the lines of:
- Retailer categories to target
- Motivators for retailers to onboard
- Future expectations of retailers to induce higher usage of platform
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