How Does WhatsApp Help Improve Communication Between Retailers and Salespeople?

Over time, we have witnessed the evolution of technology in communications, data analysis, and now in the increasingly used artificial intelligence. These advancements provide significant benefits to mass consumer companies in commercializing their products. Moreover, they offer more contact channels to the retailer. Furthermore, the COVID-19 pandemic has increased the use of messaging platforms, like WhatsApp, for work communications due to their mass appeal, practicality, and speed. This shift highlights the importance of WhatsApp retail communication in enhancing interactions between retailers and salespeople.

These tools serve as intermediaries between the sales force and neighborhood stores. But how has the relationship between the salesperson and the retailer evolved with the use of WhatsApp? What channels do salespeople have available, and what would be the optimal combination?

WhatsApp Retail Communication: Enhancing the Sales Force and Traditional Channel

Today, the traditional channel is characterized by its informality, low technology use, and a commercial relationship based on trust and daily dealings with salespeople. This results in communication with companies that lack the necessary fluidity and feedback to carry out commercial transactions optimally. Hence, the importance of WhatsApp retail communication between the actors.

The daily work of the salesperson should ideally include recommending and providing personalized advice. However, it is often limited to checking product rotation, validating inventory, or simply taking and auditing orders.

70% of the of spanish citizens increased the use of instant messaging/apps during the first month of the COVID-19 pandemic.

Source: Kantar

In this context, having technological tools allows the relationship between the sales force and the retailer to be more fluid, simple, and beneficial for both.

Platforms Available to Salespeople and Their Advantages

For many years, salespeople manually registered information using paper and pencil. However, with technological development, new ways of working and communicating have emerged. Messaging platforms, such as WhatsApp, have become integral to daily life.

The benefits of WhatsApp retail communication include:

• Faster and more direct interaction between the sales force and customers, allowing immediate resolution of sales and service processes.
• Greater empathy and closeness with retailers, which reduces friction and strengthens bonds with the sales force.
• Efficient resolution of specific issues like complaints, inquiries, or urgent orders.
• Integration with AI platforms to collect data, which can be used to deploy commercial strategies.

Only 32% of marketers globally say they measure their media spending holistically across both digital and traditional channels today, and this is even lower in Latin America (29%) and Europe (23%)

Source: Nielsen

Additionally, technological platforms using AI models support salespeople by collecting data and recognizing consumption patterns. These tools make intelligent recommendations and maximize commercial results. Platforms include:

• Field sales apps: Facilitate pre-sales tasks with product suggestions based on historical data, order tracking, and more.
• B2B e-commerce: A digital channel for customers to place orders anytime, which directly informs salespeople, aiding personalized advice and marketing campaigns.

The Importance of Company-Owned Sales Channels

Using private messaging channels like WhatsApp can dilute the company’s corporate image. Additionally, if a salesperson leaves, there’s a risk of losing client follow-up, as the relationship was personal. Therefore, it’s advisable for salespeople to rely on the company’s official channels, such as B2B e-commerce platforms or sales apps. WhatsApp messaging should complement commercial management.

Marketers estimate generative AI will save them over five hours of work per week.

Source: Salesforce

Leveraging Available Channels According to Their Potential

Each salesperson is a key intermediary for the company. They must be equipped with the correct technological tools to make store-specific recommendations and access key data for better strategies. AI platforms and rapid messaging channels, such as WhatsApp, create the ideal combination to maximize commercial processes efficiently.

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