Omnichat, a notable omnichannel AI platform, recently conducted the third iteration of the Commerce Leadership Forum at Meta Singapore’s facility. The forum saw an assemblage of high-ranking leaders across various sectors, arranged to discuss the transformative influence of AI-empowered business messaging in retail, beauty, and lifestyle industries in the Asia Pacific.
Prominent leaders from Meta and L’Occitane spoke about the swift adoption of WhatsApp as a crucial commercial platform, underscoring its evolution from a simple customer support tool to an engaging platform catering to committed customers, driving conversions, and establishing long-lasting loyalty.
L’Occitane disclosed that WhatsApp has become the primary mode of customer communication across Asia Pacific markets, accounting for over 80% of inbound and outbound customer interactions. The brand further revealed that personal, conversational interactions have resulted in profitable outcomes compared to traditional channels. This increase in commercial success, coupled with real-time engagement, has enabled L’Occitane to extend relationship-building beyond transactional interactions, resulting in lasting brand loyalty.
Terrence Siu, chief information officer of APAC at L’Occitane, stated, “Loyalty begins the moment a customer chooses to stay connected with the brand. Using WhatsApp as a unified touchpoint allows us to move customers smoothly from online discovery to in-store engagement without losing context. Customers receive a consistent and personalized experience wherever they interact with us, be it on Facebook, Instagram, or WhatsApp.”
L’Occitane has extended this seamless experience into a complete loyalty journey by utilizing Omnichat and WhatsApp to deliver sample products, VIP privileges, and post-purchase experiences. This ensures that customers feel guided and appreciated long after their initial transaction. The distribution of samples and exclusive VIP offers directly through WhatsApp has elevated their coupon redemption rate to 87%.
Messaging-led commerce has been further reinforced by YouGov’s new regional insights. The data showed that 32% to 43% of Asia Pacific shoppers now utilize business messaging to track orders, complete purchases, and maintain contact with brands throughout the sales cycle. WhatsApp has effectively become the default loyalty channel for high-intent engagement in Asia.
Vicky Yiu, APAC strategic partnership manager for business messaging at Meta, asserted, “WhatsApp is increasingly becoming the commerce layer for brand engagement in Asia. When businesses move to a messaging-led experience, they shift from campaigns to relationships – and that is where long-term loyalty is earned.”
Omnichat, powering these loyalty journeys, has illuminated how brands can evolve membership from a static database into an active relationship engine. By consolidating multi-channel identity into a unified customer profile and harnessing AI to trigger personalized re-engagement flows, Omnichat aids brands in converting one-time buyers into loyal members.
CEO and founder of Omnichat, Alan Chan, emphasized, “Loyalty only works when it’s active, not passive. By linking QR codes to product samples, in-store touchpoints, and messaging-based rewards, brands can proactively engage members in real time. This is the difference between a loyalty database and a loyalty journey.”
How is AI-powered business messaging transforming the retail and lifestyle sectors?
AI-powered business messaging is transforming these sectors by personalising customer interactions, driving profitable outcomes, fostering long-term loyalty, and reducing customer acquisition cost.
How has WhatsApp influenced L’Occitane’s customer engagement?
WhatsApp has become L’Occitane’s primary mode of customer communication. It has enabled the brand to provide a seamless experience, from online discovery to in-store engagement and beyond. It also allows L’Occitane to distribute samples and VIP offers directly, resulting in a high coupon redemption rate.
What role does Omnichat play in this transformative process?
Omnichat powers the loyalty journeys of brands, transforming membership from a passive database into an active relationship engine. It helps brands remain present in the customer’s daily routine, enabling real-time rewards and VIP benefits, and consolidates multi-channel identity into a unified customer profile.
