Yoox Net-a-Porter becomes one of Whatsapp’s first business partners
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Yoox Net-a-Porter becomes one of Whatsapp’s first business partners

Online fashion retailer Yoox Net-a-Porter (YNAP) has made good on its promise to use messaging app Whatsapp as a key channel for customer service. The two companies went into partnership early this month, meaning YNAP will be one of Whatsapp’s first commercial partners.

YNAP has been looking at a move like this for some time, ever since it became obvious how heavily its highly engaged customer base skews towards mobile. YNAP has previously revealed that mobile customers place more than twice as many orders as non-mobile shoppers. Whatsapp, which has over a billion daily users, is the perfect channel to talk to them.

YNAP’s share price has appreciated by 14% year to date

ynap whatsapp

SOURCE: Yahoo Finance

Gabriele Tazzari, YNAP’s director of research and development, took to the World Wide Web to blog about “conversational commerce” – the rubric under which it is planning to talk to mobile customers via social media. He explained that the company was already using the app to push retail, and was very much in the testing process. He wrote:

“To date we have made countless sales across Whatsapp, even selling a single item for over £80,000. In the future, we hope to engage customers with our business via the app, giving every single user an immediate and personal service, whether it is an automated notification or real-time customer care or personal shopping services.”

Disclosure

Dominion holds Yoox Net-a-Porter in its Global Trends Luxury Fund.


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