WhatsApp journeys for FMCG

Strong activation.
Taken further
with WhatsApp.

You inspire people to try your product. DiALOGiFY continues that first contact with WhatsApp journeys that support use, enable repeat experiences and help your brand learn.

Experience a WhatsApp journey Discuss the potential

Build on your activation.
Start with a concrete journey.

For Swiss FMCG brands · D2C · Retail

Your product. The next conversation.

Illustrative coffee product with packaging, cup and coffee beans

CoffeeUnderstand their taste.

Your coffee brand

The next step after activation

A strong beginning.
A worthwhile follow-up.

Many FMCG brands invest heavily in activation. This work creates attention, first purchases and valuable moments of contact.

The next opportunity: connect these contacts. Individual campaigns alone do not create a repeat-purchase system. DiALOGiFY turns a first contact into a guided sequence that enables repetition and learning.

01 / Your starting pointActivation

Sampling, promotion, first purchase.

02 / Continue togetherSupport

Relevant content and voluntary answers.

03 / The goalRepetition & learning

New occasions and a clearer understanding of customers.

The first contact can create new purchase occasions – with relevant product tips, reminders or another promotion.

Entry points and potential

Your touchpoints are
already the starting point.

You do not need to find your buyers elsewhere first. Packaging, sampling or your shop already generate interest. The journey can begin there.

Your product opens the dialogue.

Your packaging, sampling and promotions already create an occasion. A useful offer can turn it into voluntary direct contact – even without your own online shop.

On the packaging

Scan the QR code and receive a relevant usage idea.

“Get more from your coffee.”

During sampling

After trying the product, find your favourite variant and discover new ideas.

“What suits your taste?”

After cashback

Offer an explicitly requested follow-up contact after participation.

“Would you like more ideas?”

Who is writing and why remains clear. Participation alone does not replace the appropriate permission for further messages.

What your brand can
offer through WhatsApp.

A single question, a helpful tip or a supporting series: WhatsApp provides room for different contacts around your product.

Gather feedback

Ask a short question after a trial and build on the experience.

Send reminders

Remind people of a requested time, next step or campaign.

Support onboarding

Welcome new buyers and make starting product use easier.

Offer stories & challenges

Continue a story or invite people to a small everyday task.

Share regular updates

Deliver usage ideas, product tips or news at the requested rhythm.

Communicate promotions

Highlight new campaigns and further participation opportunities.

Experience the journey

Turn a contact
into a guided sequence.

Get to know people first, then offer relevant support. Try a journey and see how an answer changes the next step.

Why this contact?

9:41

Your coffee brandIllustrative journey

Entry point: packaging / QR

Clickable preview. No messages are sent.

Every answer can make the support more relevant. Together, we define the steps, data and purchase evidence your journey needs.

Content that gives a reason to return

You have more to share
than you think.

Your product knowledge, usage tips and ideas can become small, relevant everyday moments. Here you can see what this looks like in practice.

Relevance starts with the product. A good question, a practical idea or a new use can already provide a worthwhile occasion.

Why is this relevant for the person?

A new idea for your usual coffee.

The person discovers a simple variation and decides whether they want to learn more.

Swipe sideways for more messages.

From the prompt back to conversation.

The answer gives the next content direction.

Illustrative content ideas. Content is adapted to the product, audience and actual application; follow-up contacts respect permission and the requested rhythm.

From the DiALOGiFY ideas workshop

Botanify

From a small prompt
to your own discovery.

From wanting to grow your own herbs to the next practical question: a small prompt opens the way to deeper personal exploration. The examples show plant selection, kitchen herbs, care and a possible promotional occasion.

← Swipe sideways on narrow screens →

Botanify: usage tips, inspiration and promotions through WhatsApp

Discover Botanify on the blog →

Botanify is a feature showcase. The original views document email and webchat; the WhatsApp examples on this page are illustrative adaptations.

Permission and preferences

Good support
leaves the choice.

You want to be welcome. Your customers want to decide for themselves. Topics, channel, frequency and an easy pause therefore belong in the journey from the start.

Permission with a clear purpose
Requested topics and suitable frequency
Pause journeys or end communication

More about permission & preferences ↗

The Preference Center shows communication choices. Privacy information additionally explains processing, parties involved and rights.

Your brand · Example profile

My communication

Active

What interests you?Usage tips & ideasNew productsOffers & promotions

How would you like to hear from us?

WhatsAppEmailSMSPostcard

How often suits you?

Example profile · Changes apply to this preview only.

Channels compared

The right channel.
For the right moment.

WhatsApp brings dialogue to life. Email, SMS and postcards complement it where they suit the task and the person’s wishes.

Typical uses of email, SMS, postcards and WhatsApp
Typical use	Email	SMS	Postcard	WhatsApp In focus
Deliver content	Overviews, longer content and several topics	Brief information with a clear next step	A physical visual and written message delivered at home.	Short visual content within the conversation
Invite a response	Answer, link or further dialogue	Answer or link, depending on setup	QR code, short URL, voucher or reply.	Answers and suitable choices
FMCG example	Recipe collection or detailed product guide	Requested appointment reminder	Recipe card or invitation to discover a new product variant.	Ask about a preference and offer a relevant usage idea

On small screens, you can scroll the table sideways.

What do published benchmarks say?

The figures come from different provider datasets and are not directly comparable. Read receipts and automatic email opens affect measurement. The figures are provided for orientation.

Email · Campaigns31%

Reference value for opens

Klaviyo cites 31% as a good campaign value in its 2026 report. Automatic Apple Mail opens complicate interpretation.

Klaviyo · Benchmark 2026 ↗

WhatsApp · Campaigns72%

Median measured open rate

Chatarmin: around 72% across 414 brands, March–May 2026. Measured as read receipts per delivered message.

Chatarmin · Methodology & data ↗

Standard SMSDelivered ≠ read

No comparable open metric

Technical status tracking for standard SMS does not provide read receipts like WhatsApp. Clicks and replies are more useful.

Twilio · Measurable statuses ↗

A postcard can also open the next dialogue: a recipe idea or invitation leads through a QR code to a voluntary WhatsApp entry.

Put measurement limits and sources in context

Delivery and measurement in detail

The following overview adds series, delivery and measurement to the channel comparison.

Delivery and measurement in detail
Typical use	Email	SMS	Postcard	WhatsApp In focus
Support a series	Possible	Possible	Possible as coordinated physical contacts within a journey.	Possible, with dialogue in the same thread
Delivery & spam protection	Inbox filters and sender reputation influence visibility.	Network operator and provider filters may hold messages back.	Postal delivery and address quality determine whether the card arrives.	Template approval, quality rules, sending limits, blocking and reporting.
What can be measured?	Opens, clicks and answers; automatic opens may distort the picture.	Delivery status, replies and tracked link clicks. No standard read receipt.	QR visits, redemptions and responses; no individual read receipt.	Delivery status and available read receipts; answers and interactions depending on setup.

The datasets differ in sample, measurement and statistical metric. The WhatsApp median is 72.05%; the message-weighted average from another cohort is 79.6%. Disabled read receipts are not recorded as opens. These are provider benchmarks, not a forecast of success for Swiss FMCG. An open proves neither attention nor purchase.

The DiALOGiFY Customer Momentum System

One channel. Connected to
your growth priorities.

WhatsApp connects with the work your brand is already doing: activating, understanding, supporting and learning.

01 / Activate

Promotions &
Cashback

POS, sampling and TWINT cashback as occasions for a voluntary follow-up contact.

View Consumer Promotions →View Instant Cashback →View Win Cashback →

02 / Understand

Buyer
Signals

Learn more about preferences, motives, usage moments and experiences through product dialogue and feedback.

Understand shoppers 03 / Support

Touch Journeys &
NudgeFlows

Connect content into helpful sequences and build on repeat-purchase occasions.

Explore journeys 04 / Learn

Growth
Cockpit

Put contact history, reactions and defined purchase evidence into context together.

Explore measurement

The purchase moment opens the relationship. Every relevant interaction develops it further.

WhatsApp is the channel.
NudgeFlow connects the contacts.

A NudgeFlow connects several prompts into planned support. The NudgeFlow page shows how content, timing and responses work together – through WhatsApp and other channels.

View NudgeFlows →

Together with DiALOGiFY

You know your brand.
We shape what follows together.

You bring the brand, product and activation. Together we develop a manageable starting point, with relevant content, clear responsibilities and measurement you can learn from.

Find the entry point

We clarify the objective, category and purchase moment. You bring your brand, product and existing activation.

Design the journey

We agree dialogue, content, preferences and required integrations. Responsibilities and approvals become clear.

Start with a focus & learn

We define test scope and measurement. This clarifies what works and which next step makes sense.

Understand the effect

From sign-up to purchase evidence.

Opt-inDeliveryResponsePurchase evidence*

*An answer is not proof of purchase. Further purchases require suitable recording, such as another campaign entry set up accordingly. An additional effect is only established with an appropriate comparison design.

Good to know

The key questions
before starting.

The key questions for brand, trade-marketing and digital teams.

Do we need our own online shop?

Your own shop is not required for voluntary dialogue. Packaging, sampling or promotion can provide an entry point. Which purchases can be verified depends on the agreed recording method.

Why would consumers take part?

Because the benefit fits the product and moment, such as application help, a recipe idea or a guided challenge. The entry explains who writes, what the person receives and how to end contact.

How are permissions and preferences considered?

Before further messages, the appropriate permission for purpose and channel is clarified. Communication wishes, changes and unsubscribes belong in journey planning. Privacy, processing and applicable platform rules are checked for the specific setup.

Who answers free-text messages?

We define this before starting: which answers belong in a guided dialogue, when does your team take over, and who handles service questions or complaints? This responsibility forms part of journey operation.

What is needed for a pilot, and what does it cost?

A clear goal, a product or category, an entry point and agreed content. Scope, integrations, support and timing are defined for your journey. Costs include concept, setup, content, ongoing operation and any platform or messaging fees.

How do WhatsApp and NudgeFlows fit together?

WhatsApp is a communication channel. A NudgeFlow connects several prompts into a sequence. Which steps use WhatsApp, email, SMS or postcards depends on the task, appropriate permissions and preferences.

The next step for your brand

Let your next activation
be the starting point.

One product. One relevant contact moment. Together, we discover how your brand can continue the conversation with customers afterwards.

Discuss a journey for our brand No-obligation conversation · start with a concrete application

Strong activation.Taken furtherwith WhatsApp.

A strong beginning.A worthwhile follow-up.

Your touchpoints arealready the starting point.